#Me and brands: understanding brand-selfie posters on social media

Yongjun Sung, Eunice Kim, Sejung Marina Choi

Research output: Contribution to journalArticlepeer-review

48 Scopus citations


Marketing scholars and consumer psychologists are turning their attention to the increasing proliferation of selfies. This study investigates a new type of electronic word-of-mouth, namely, selfies with brands/products (‘brand-selfies’), on social networking sites, and considers three factors as predictive of brand-selfie posting behaviour: narcissism, materialism, and beliefs that social networking sites are sources of brand information. Data from an online survey were analysed using discriminant analysis to identify characteristics of consumers that do or do not post brand-selfies. The results found that narcissism, materialism, and the belief that social networking sites were brand/product information sources meaningfully related to social networking sites’ users’ brand-selfie posting behaviour and that they differentiated between brand-selfie posters and non-brand-selfie posters. Consumers’ perceptions of social networking sites as sources of brand/product information were most strongly predicted by their brand-selfie posting behaviours. Areas for future research are discussed.

Original languageEnglish
Pages (from-to)14-28
Number of pages15
JournalInternational Journal of Advertising
Issue number1
StatePublished - 2 Jan 2018

Bibliographical note

Funding Information:
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea [grant number NRF-2016S1A3A2924760].

Publisher Copyright:
© 2017 Advertising Association.


  • Electronic word-of-mouth
  • brand-selfie
  • materialism
  • narcissism
  • social networking sites


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