A FACEBOOK CAMPAIGN MODEL ON THE EXAMPLE OF THREE BRANDS
: The article analyzes how three authors: Marica Bodrožić, Danijela Pilic and Anna Baar deal with the issue of identity. The theoretical definition of the concepts of identity and hybridity is followed by an analytical part based on a list of individual and collective characteristics of the term identity compiled by Michael Metzeltin and Thomas Wallmann. The following works were used as a basis for the analysis: prose autobiographical work Sterne erben, Sterne färben (2007) with subtitle Meine Ankunft in Wörtern by Marica Bodrožić, autobiographical work Sommer vorm Balkan with subtitle Mein Leben zwischen Alpen und Adria (2015) by Danijela Pilic and novel Die Farbe des Granatapfels (2015)by Anne Baar. As characteristics of identity in the mentioned texts, the following are analyzed: language, origin and family. In the conclusion, parallels are drawn and similarities and differences in the construction of hybrid identities are pointed out.