Toward Adolescents’ Digital Identity Profiles: A Comparison Between Quantitative and Qualitative Analysis
Résumé
This article analyzes how adolescents behave on the Internet. Based on the concept of identity, applied to the digital world, we seek to highlight the existence of digital identity profiles. Our methodology combines a qualitative study (n = 19) and a quantitative study (n = 343). The content analysis reveals the existence of three main profiles (and five sub-profiles). Quantitative analysis reveals, using the dynamic cloud method and the hierarchical ascendant, that five profiles segment our sample. After comparing these studies, we show similarities and differences between the profiles on many points (as, e.g., virtual reputation or relationships). We put in place the profiles on a continuum that shows importance of reality and virtuality for each adolescent. © 2019, Academy of Marketing Science.