Social identity theory, J. Bryant and M. Oliver, stereotyping

Вступление:The theory of social identity is the theory of G. Tejfel and J. Turner, which explains the occurrence of intragroup favoritism and intergroup discrimination. The bottom line is that belonging to a certain group can increase, and maybe lower the self-esteem of a person. It is clear that joining a "good" group and identifying with it provides a positive person for themselves. Conversely, identification with a "bad" group can make a person "bad" in his own eyes.  

Выводы:Facebook facilitates and engagement outside groups. Identifying people you do not like is also part of social identity. Thus, the use of social identity by advertisers helps them to evoke in a person the desire to join a particular group.