This study explores the role of social identities in consumer‐brand relationship through the case study of the first hijab‐wearing Barbie doll in the United States. Through a qualitative analysis of people's response to the announcement of the new Barbie doll on Twitter, the study reveals how ethnic‐identity based products influence consumers relationship with an iconic brand. Ethnic‐based products help in social identification and facilitate some consumers desire to buy the product however, they also elicit negative emotions, racism, and animosity in other group of consumers resulting in weakening of their ties with a once favored brand. Theoretical and managerial implications for multicultural marketing are discussed.

The current study examines the print and social media coverage of the “Maspero” massacre in Egypt, in which military forces attacked Coptic Christians in a predominantly Muslim country. By employing a qualitative content analysis, the authors examine the role of media in inducing a state of social cohesion. Data were collected from a state-owned newspaper, Al-Ahram, and an independent newspaper, Al-Masry Al-Youm. Data were also collected from a blog that compiles testimonies of witnesses to the “Maspero” massacre as well as three of Egypt’s best-known online activists: Alaa Abd El Fattah (@alaa), Salma Said (@salmasaid), and Rasha Azab (@RashaPress). The results reveal the themes of print and social media coverage of the events, with the suggestion that social media was much more effective in inducing social cohesion than the print media.

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