University of Isfahan New Marketing Research Journal 2228-7744 8 1 2018 05 22 An Evaluation of Iranian consumers' New Identity in Iran's Virtual Space and its Effect on Communication Activities of Brands using Classic Grounded Theory An Evaluation of Iranian consumers' New Identity in Iran's Virtual Space and its Effect on Communication Activities of Brands using Classic Grounded Theory 117 130 22676 10.22108/nmrj.2017.105204.1325 FA Somayeh Zamani Ghalehmirzamani department of management, faculty of administrative sciences and economy, university of Isfahan, Isfahan, Iran Ali Kazemi department of management, faculty of administrative sciences and economy, university of Isfahan, Isfahan, Iran Arash Shahin management faculty, administrative sciences and economy, university of Isfahan, Isfahan, Iran Narges Keshtiaray Department of educational sciences, Faculty of psychology and educational sciences, Islamic Azad University, Isfahan branch, Isfahan, Iran Journal Article 2017 07 07 In addition to providing new opportunities for business, smartphones have also revolutionized consumers’ lifestyle and communication styles. The present paper aimed at investigating the behavior of consumers in mobile virtual space, and grounded theory was used since it is a method for reaching a theoretical model by analyzing the field data of the research. Here, data collection and analysis are done together and the theoretical sampling is used to collect data; that is, the scope and type of data are collected each time based on emerging concepts. In this study, 48 interviews were conducted and field observations were also used. In order to ensure the validity of the research, in the various stages of open, selective, and theoretical coding, the model was presented to researchers and academic experts and their ideas were used to improve the theoretical model. Constant comparison of samples and analysis of qualitative data showed that using smartphone social networks allows consumers to shape a hyper identity for themselves. The hyper identity concept dimensions include: interpersonal self, agent self, and self-assessment. Using these results, brands and digital advertisers can produce suitable contents for virtual spaces of smartphones and encourage consumers to co-create contents with brands and contribute to create brand identity and personality. In addition to providing new opportunities for business, smartphones have also revolutionized consumers’ lifestyle and communication styles. The present paper aimed at investigating the behavior of consumers in mobile virtual space, and grounded theory was used since it is a method for reaching a theoretical model by analyzing the field data of the research. Here, data collection and analysis are done together and the theoretical sampling is used to collect data; that is, the scope and type of data are collected each time based on emerging concepts. In this study, 48 interviews were conducted and field observations were also used. In order to ensure the validity of the research, in the various stages of open, selective, and theoretical coding, the model was presented to researchers and academic experts and their ideas were used to improve the theoretical model. Constant comparison of samples and analysis of qualitative data showed that using smartphone social networks allows consumers to shape a hyper identity for themselves. The hyper identity concept dimensions include: interpersonal self, agent self, and self-assessment. Using these results, brands and digital advertisers can produce suitable contents for virtual spaces of smartphones and encourage consumers to co-create contents with brands and contribute to create brand identity and personality. https://nmrj.ui.ac.ir/article_22676_1854dc8861d3997c6d02fb35e9b19bb6.pdf