To read the full version of this content please select one of the options below:

Insight into the motivation of selfie postings: impression management and self-esteem

Kathrynn Pounders (Stan Richards School of Advertising and Public Relations, University of Texas, Austin, Texas, USA)
Christine M. Kowalczyk (Department of Marketing and Supply Chain Management, East Carolina University, Greenville, North Carolina, USA)
Kirsten Stowers (Stan Richards School of Advertising and Public Relations, University of Texas, Austin, Texas, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 12 September 2016

Downloads
10331

Abstract

Purpose

Social media enables consumers to regularly express themselves in a variety of ways. Selfie-postings are the new tool for self-presentation, particularly among millennials. The purpose of this paper is to identify the motivations associated with selfie-postings among female millennials.

Design/methodology/approach

The exploratory study consisted of 15 in-depth interviews with women who were 19-30 years of age. The analysis of data was facilitated by an iterative constant comparison method between data, emerging concepts and extant literature.

Findings

Textual analysis reveals impression management to be pivotal in understanding the consumer selfie-posting process. Other sub-themes include happiness and physical appearance. In addition, self-esteem was revealed as a motivator and an outcome.

Research limitations/implications

The study was limited to females who were 19-30 years of age. Future research should include males and a wider age group and focus on empirical testing of the identified themes.

Practical implications

This research sheds light on the motivation and outcomes associated with selfie-postings. Implications for marketers and advertisers include a better understanding of how to engage consumers to post content in the form of selfies with brands and products.

Originality/value

This paper fulfils an identified need to explore the growing trend of selfie-postings and contributes to academic literature in consumer behavior by identifying the motivations of selfie-postings.

Keywords

Citation

Pounders, K., Kowalczyk, C.M. and Stowers, K. (2016), "Insight into the motivation of selfie postings: impression management and self-esteem", European Journal of Marketing, Vol. 50 No. 9/10, pp. 1879-1892. https://doi.org/10.1108/EJM-07-2015-0502

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited