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Brand selfies: consumer experiences and marketplace conversations

Caterina Presi (Leeds University Business School, University of Leeds, Leeds, UK)
Natalia Maehle (Centre for Innovation, Bergen University College, Bergen, Norway)
Ingeborg Astrid Kleppe (Department of Strategy and Management, Norwegian School of Economics, Bergen, Norway)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 12 September 2016

4067

Abstract

Purpose

The purpose of this paper is to explore the brand selfie phenomenon on two different levels. On the level of consumer brand experiences, the focus is on how brand selfie practices add new features to brand experiences and consumer–brand relationships. On the level of marketplace brand image, the authors explore how consumers contribute to marketplace conversations by posting brand selfies in social media and how this practice shapes and changes brand image.

Design/methodology/approach

The researchers conducted an extensive search on different social media platforms to collect various types of brand selfies. The authors approach brand selfies as rich visual texts and their analysis comprises four key steps: descriptive analysis, response analysis, formal analysis and polytextual thematic analysis.

Findings

On the level of consumer brand experiences, the findings illuminate how different types of brand selfies extend the brand experience in space and time and transfer it into the hybrid space of the consumer-defined social networks. On the level of marketplace brand image, it is illustrated how brand selfies contribute to the process of co-creating brand meaning in the social media.

Originality/value

The study proposes a typology of brand selfie assemblages showing how consumers contribute to the visual production and consumption of brand meanings. The brand selfie is a unique material and expressive reality enabling us to theorise new perspectives on how consumers consume brands and how aggregates of brand selfie production and dissemination affect marketplace dynamics.

Keywords

Citation

Presi, C., Maehle, N. and Kleppe, I.A. (2016), "Brand selfies: consumer experiences and marketplace conversations", European Journal of Marketing, Vol. 50 No. 9/10, pp. 1814-1834. https://doi.org/10.1108/EJM-07-2015-0492

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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