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

Decker R, Rump M, Flaswinkel AM (2022)
International Journal of Internet Marketing and Advertising.

Zeitschriftenaufsatz | E-Veröff. vor dem Druck | 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
2022
Zeitschriftentitel
International Journal of Internet Marketing and Advertising
ISSN
1477-5212
eISSN
1741-8100
Page URI
https://pub.uni-bielefeld.de/record/2963804

Zitieren

Decker R, Rump M, Flaswinkel AM. My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising. 2022.
Decker, R., Rump, M., & Flaswinkel, A. M. (2022). My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising. https://doi.org/10.1504/IJIMA.2022.10046943
Decker, R., Rump, M., and Flaswinkel, A. M. (2022). My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising.
Decker, R., Rump, M., & Flaswinkel, A.M., 2022. My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising.
R. Decker, M. Rump, and A.M. Flaswinkel, “My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies”, International Journal of Internet Marketing and Advertising, 2022.
Decker, R., Rump, M., Flaswinkel, A.M.: My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies. International Journal of Internet Marketing and Advertising. (2022).
Decker, Reinhold, Rump, Markus, and Flaswinkel, Anne Mareike. “My Brand, My Self(ie) Why Consumers Portray Themselves in Brand-Selfies”. International Journal of Internet Marketing and Advertising (2022).

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