My brand, my self(ie) - why consumers portray themselves in brand-selfies

Anne Mareike Flaswinkel, Markus Rump and Reinhold Decker

International Journal of Internet Marketing and Advertising, 2023, vol. 18, issue 2/3, 310-334

Abstract: By presenting themselves in self-portraits with brands, so-called brand-selfies (BSs), consumers can demonstrate their personal attachment to brands. A closer look at this mainstream phenomenon expands the understanding of consumer-brand relationships. The ease of sharing and networking has increased the importance of BSs in marketing. Because they reveal a lot about consumers' opinions and spread quickly on social networks, BSs can be a valuable marketing tool. In a cross-sectional study, we identify brand identification as the strongest predictor of consumers' intention to portray themselves with a brand in a BS. Furthermore, we find belonging and reward to have significant impact on the intention to post a BS. We distinguish consumer motivations for posting BSs from general motivations for posting selfies, add to previous research on selfie posting behaviour and user-generated content, and conclude with a discussion of implications for marketers looking to incorporate selfie marketing into their marketing strategy.

Keywords: electronic word-of-mouth; e-WOM; brand-selfie; social media marketing; user-generated content; UGC; brand identification; selfie marketing; consumer behaviour; Instagram; social network sites; SNSs; branding. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=129669 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:310-334

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().