Social media websites create new ways of communication with friends and family and also influence individual’s self-concept (Sponcil and Gitimu, 2013). 

Nike – an inspirational brand that inspires consumers through, in a way, a coach mentality that guides people to being their best. Nike appeal to their target market through a motivational tone of voice and has the distinct characteristics of being brave and determined. 

Mercedes – an exclusive, luxury brand that uses articulative language, an authoritative tone of voice, and has successful characteristics to appeal that all appeal self-concept of their target market. 

Whats important here is to understand that brands associate themselves with the social and ideal self of their customers.

A study conducted in Spain sampled just over 500 adolescents to analyse self-concept before and after COVID-19 lockdown and focussed on differences by gender and sports activity.

Results: 

·         There was a reduction in adolescents’ overall self-concept during the COVID-19 pandemic, which was positively associated with emotional well-being

·        Furthermore, girls’ self-concept, especially academic self-concept, was higher than that of boys during the lockdown.

·        However, both physical and emotional self-concept were higher for boys than girls before the COVID-19 lockdown, although no differences were found during the lockdown.

·         The findings reveal that physical activity was positively correlated to self-concept before and during the COVID-19 lockdown.

Now what’s important to notice here – Fitness and exercise boomed during the pandemic. Fitness apps like Strava witnessed an average of 2 million new users each month for 2020 and Freeletics saw a 50% increase in use between March and June, during the first lockdown (BBC, 2020)