TY - JOUR
T1 - #Me and brands
T2 - understanding brand-selfie posters on social media
AU - Sung, Yongjun
AU - Kim, Eunice
AU - Choi, Sejung Marina
N1 - 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.
PY - 2018/1/2
Y1 - 2018/1/2
N2 - 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.
AB - 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.
KW - Electronic word-of-mouth
KW - brand-selfie
KW - materialism
KW - narcissism
KW - social networking sites
UR - http://www.scopus.com/inward/record.url?scp=85031399668&partnerID=8YFLogxK
U2 - 10.1080/02650487.2017.1368859
DO - 10.1080/02650487.2017.1368859
M3 - Article
AN - SCOPUS:85031399668
SN - 0265-0487
VL - 37
SP - 14
EP - 28
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 1
ER -