A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract

Mercado-González, Julieta; Gutiérrez-Marines, Carlos; Reyes-Mercado, Pável

doi:10.1007/978-3-319-99181-8_31

Cited by 1 publication

(2 citation statements)

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“…The technique is widely applied to investigate human experience, emotion, perception and attitude. There are a considerable number of articles using the ZMET, namely Dooseon Jung (2022), , Ryoo et al (2020), , Mercado-González et al (2018) etc. Being imagebased, the ZMET allows respondents to distance themselves from the interviewer and therefore generate richer dialogue more naturally (Hancock and Foster, 2019).…”

Section: Methodsmentioning

confidence: 99%

“…Employing both visual and sensory stimuli, this projective method allows variety in thought exploration and captures "the different facets of human expression -verbal, visual, dramatic, artistic and imaginary" (Ramjaun, 2021). Numerous studies posit that the ZMET has the versatility to adapt to different contexts, especially targeting sensitive or abstract social phenomena (Mercado-González et al, 2018;Ramjaun, 2021;Venkatesh et al, 2010). Hence, the technique is relevant to the subject of identity and personal expression, in particular the aesthetics of luxury fashion, body and identify formation (Venkatesh et al, 2010), the metaphors of identity among adjunct faculty (Ryan, 2020), constructing identity through the consumption of counterfeit luxury goods (Perez et al, 2010), etc.…”

Section: Methodsmentioning

confidence: 99%

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Exploring Facebook Identity Construction of Vietnamese Netizens

Pham¹,

Nguyen²,

Tran³

et al. 2022

AIP

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Studying the ways in which people construct their identities in online environments is a pressing contemporary concern. The research reported in this article was designed to examine the uses of, and influences on, Vietnamese respondents' identity formation on Facebook. Data were collected by means of a social survey and the application of the Zaltman metaphor elicitation technique, a procedure that searches for customers' thoughts and emotions by digging deep into the visual and non-visual illustrations that customers collect or make on their own. The findings show how Vietnamese Facebook users present themselves and how they thereby facilitate their self-expansion and maintain their sense of self-esteem. According to the analysis, it can be suggested that Facebook is where adults portray their socially conformed versions against social reflection. They use this platform to seek validation, demonstrate their professional side to make them look better in the eyes of society. Drivers of online identity formation are revealed through negotiating with conflicts in their existing identities. The level of self-modification amongst respondents is adjusted in relation to their social vigilance, conformity and motivations in and between social categorization.

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Section: Methodsmentioning

confidence: 99%