Exploring the Impact of Digitalization on Consumer Self-Concept

This work inserts itself in the broader field of the impact of digitalization on consumer behavior. Digitalization, through social networking platforms, digital objects and smart devices, has become an integral part of consumers’ lives and their behavior and this influences the way the self is conceived and presented to others. It is a perspective that is still little being explored and where further investigation is needed in order to increase knowledge about its implications at a managerial level. The main objective of the present study is to understand how digitalization influences the consumers self-concept. The research topic is investigated through a systematic literature review.