Виртуална идентичност и стил на идентичност на Интернет потребителя
Virtual identity and identity style of the Internet consumer

Summary/Abstract: This article reviews the issue of virtual identity and identity style of the Internet consumer in the context of CMC dynamic development and expansion. The authors suggest an approach to studying virtual identity as a component of the general framework of psychosocial identity selfconstruction preferences. Own piloting results of a study among middle-aged (35-50 years) internet consumers are presented. Seven consumer profiles have been outlined in view of their identifications and activity as dimensions of virtual identity on social networking sites, and also the relation to identity style as a personal approach to construction, sustenance and reformulation of identity. The results evidence correlations between identity dimensions and identity styles of the respondents.

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