Exploring the impact of brand selfie on brand attitude in the Twittersphere

Xia Liu and Jeffrey Foreman

International Journal of Internet Marketing and Advertising, 2019, vol. 13, issue 4, 321-337

Abstract: This paper explores the impact of brand selfie on brand attitude in the Twittersphere. Specifically, the authors examine how brand attitude is influenced by four characteristics of brand selfies: physical attractiveness, emotion, product experience and social influence. The authors used a mixed-methods approach. First, a qualitative study was conducted to identify selfie characteristics that can potentially affect brand attitude. Second, in a quantitative study, multiple regression analysis was performed to examine the empirical impacts of the four selfie characteristics identified in study one. The findings provide insights into the way brand selfies are used in advertising and promotion on social media.

Keywords: brand selfie; Twitter; brand attitude. (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:13:y:2019:i:4:p:321-337

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