My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies

Flaswinkel AM, Rump M, Decker R (2023)
International Journal of Internet Marketing and Advertising 18(2-3): 310-334.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Abstract / Bemerkung
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.
Stichworte
electronic word-of-mouth; e-WOM; brand-selfie; social media marketing; user-generated content; UGC; brand identification; selfie marketing; consumer behaviour
Erscheinungsjahr
2023
Zeitschriftentitel
International Journal of Internet Marketing and Advertising
Band
18
Ausgabe
2-3
Seite(n)
310-334
ISSN
1477-5212
eISSN
1741-8100
Page URI
https://pub.uni-bielefeld.de/record/2963804

Zitieren

Flaswinkel AM, Rump M, Decker R. My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising. 2023;18(2-3):310-334.
Flaswinkel, A. M., Rump, M., & Decker, R. (2023). My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising, 18(2-3), 310-334. https://doi.org/10.1504/IJIMA.2023.129669
Flaswinkel, Anne Mareike, Rump, Markus, and Decker, Reinhold. 2023. “My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies”. International Journal of Internet Marketing and Advertising 18 (2-3): 310-334.
Flaswinkel, A. M., Rump, M., and Decker, R. (2023). My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising 18, 310-334.
Flaswinkel, A.M., Rump, M., & Decker, R., 2023. My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising, 18(2-3), p 310-334.
A.M. Flaswinkel, M. Rump, and R. Decker, “My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies”, International Journal of Internet Marketing and Advertising, vol. 18, 2023, pp. 310-334.
Flaswinkel, A.M., Rump, M., Decker, R.: My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising. 18, 310-334 (2023).
Flaswinkel, Anne Mareike, Rump, Markus, and Decker, Reinhold. “My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies”. International Journal of Internet Marketing and Advertising 18.2-3 (2023): 310-334.
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