Yes, Robert Merton's reference group theory is highly relevant and provides a powerful framework for understanding 'identity making' in the digital world. Merton proposed that individuals evaluate themselves, their attitudes, and their behaviors by comparing themselves to specific groups, known as reference groups. These groups can be membership groups (to which one belongs) or non-membership groups (to which one aspires or disaffiliates).

In the digital world, the concept of reference groups takes on new dimensions:

1. Expanded Access to Reference Groups: Digital platforms (social media, online forums, gaming communities, influencer channels) expose individuals to an unprecedented array of potential reference groups, far beyond their immediate physical social circles. Users can easily discover and engage with groups based on shared interests, values, aesthetics, or aspirations, regardless of geographical proximity.

2. Virtual Reference Groups: Online communities and individual influencers often function as powerful reference groups. For example, a fashion influencer's followers may adopt their style, a gaming community's members may internalize specific norms of play, or a political subreddit's participants may align their views with the group's dominant ideology. These virtual groups provide standards for self-appraisal and norm formation.

3. Identity Construction and Performance: Individuals actively curate and perform their identities online, often with specific digital reference groups in mind. This involves selecting profile pictures, sharing specific content, adopting certain language, and engaging in particular behaviors that align with the norms and values of the groups they aspire to join or belong to. This process mirrors Merton's concept of 'anticipatory socialization,' where individuals adopt the values and behaviors of a group they hope to join.

4. Validation and Belonging: The digital world offers immediate feedback mechanisms (likes, comments, shares) that serve as indicators of acceptance and validation from chosen reference groups. This validation reinforces the constructed identity and strengthens the individual's sense of belonging to that group.

5. Multiple and Fluid Identities: The ease of joining and leaving online groups allows individuals to engage with multiple, sometimes conflicting, reference groups simultaneously. This can lead to more fluid, multifaceted, and context-dependent identity formation, as individuals navigate different online personas and affiliations.

6. Social Comparison: Digital platforms facilitate constant social comparison, both upward (comparing oneself to those perceived as better off) and downward (comparing oneself to those perceived as worse off). This comparison, often with highly curated and idealized online identities, significantly impacts self-esteem and identity perception.

Challenges: While empowering, this digital landscape also presents challenges. The curated nature of online identities can lead to unrealistic comparisons, fostering anxiety and identity distress. The ephemeral nature of some online groups can also make identity formation feel less stable.

In conclusion, Merton's reference group theory remains profoundly relevant. The digital world has not diminished its utility but rather amplified and diversified the ways in which individuals engage with and are influenced by reference groups in their ongoing process of identity making.