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Amy Yau,Ben Marder 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
Through the theoretical lens of self-concept and by conducting 27 in-depth interviews, the study shows that social media provides an arena for the development, negotiation and maintenance of home and host identity self-schemas, as well reducing negative emotional effects. However due to simultaneous online surveillance from multiple agents, maintaining disparate expectations is found to result in social anxiety and the practice of self-regulation.