“…It has been observed that engagement in social media is a form of social identity creation, which is driven by an individual's need for belongingness and strengthening of self‐identity (Krishen et al, 2019; Pagani et al, 2011; Rauschnabel et al, 2019). The SIT perspective holds that individuals join various groups (e.g., organisations, clubs, social media groups) to develop their identity or self‐perception, and they form strong connections (i.e., bonds) with others who have very similar personal characteristics or interests, giving rise to a shared group identity (as opposed to personal identity; Beck et al, 2014; Dutot, 2020; Tajfel & Turner, 2004). Similarly, as discussed earlier, bonding social capital (as opposed to bridging) forms when individuals affine with people who share similar interests, values, norms etc; thus, the common (shared) identity in a group becomes more prominent through bonding (Williams, 2006).…”