The construction of digital identity in social networks: a quantitative study in Argentina and Spain: The image as a determining element in digital identity and action

Abstract

Construction of virtual identities in social networks is a spontaneous and well pondered process where attention to all the information available becomes essential.  Identities are projected using this information. The aim of this paper is to define which fragments of this information are the most commonly present in user profiles. Besides, understanding aspects of identity that are the most conjectured. For the data analysis, a quantitative methodology with a questionnaire as a collection technique was used with a sample of 521 people between Spain and Argentina. The analysis of the empirical data has allowed some reflections on the importance of the features social networks offer to its users, as well as on how crucial image is in fingerprints and identity description, and digital action implementation.