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The purpose of this paper is to assess the effect of two promotional methods, namely, celebrity endorsed advertisement and selfie promotion, on customers’ decision-making processes using the AISAS model.

A within-subject experimental design was used to observe how young adults in Malaysia would respond to two promotional methods about a new seafood restaurant. A total of 180 responses were collected using a structured questionnaire. Data were assessed and analysed using partial least squares structural equation modelling.

The results show that while celebrity endorsed advertisement remains relevant to customer’s decision-making processes, the effect of selfie promotion is comparable to celebrity endorsement. The sequential mediation for both models is found to be significant, but the AISAS model with selfie promotion produces better in-sample prediction (model selection criteria) and out-of-sample prediction (PLSpredict) compared to celebrity endorsed advertisement, thus suggesting its better representation to reality.

Despite being limited to young adults in Malaysia and a particular product, the study is essential to understanding the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes.

The study provides insights into how business organisations could exploit the advancement of communication technology to encourage selfie behaviour to promote their products in an innovative and competitive manner.

The assessment of the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes using PLSpredict and model selection criteria articulates the relevance of selfie as a promotional tool. It also provides an alternative technique for conducting model comparison research.

This study investigates the brand selfies that have the capability to help brands thrive through crises. The brand selfies spark a self-inferential process that makes customers feel connected to the brand and makes them biased toward a specific brand during an uncertain situation.

A total of 166 questionnaires were analyzed through structural equation modelling (Smart PLS) and a niche group of young millennials from Thailand was selected based on their luxury items usage, frequency of visits to leisure spas and hotels, expensive car showrooms, branded jewelry stores and luxury watch shops.

The study highlights the emergence of brand selfies during the crisis and the priority given by customers as compared to brand-generated content or promotional campaigns. The results indicated a positive influence of brand selfies on brand preferences directly and through the mediation of brand signature.

It is fascinating for brands that customers voluntarily include their products in their carefully crafted and staged selfies that deliver their image and massages as social signifiers during a chaotic situation.

The research classifies the impacts of brand selfies in the luxury, leisure and tourism market of Thailand and its assistance in thriving through crises. The study is one of the rare studies that present brand selfies as a hassle-free promotional tool for brand signature and a game-changing strategy to deal with crises.

The present research aims to examine selfie-marketing from a consumer behavior perspective. Creating and sharing selfies are gaining popularity among millennials. The authors seek to understand how this popularity relates to classic research on narcissism and self-concept and to determine the effectiveness of selfie-marketing in visual user-generated content.

A mixed methods approach is used across two studies. Study 1’s qualitative exploration uses the grounded theory method by analyzing semi-structured interviews with millennials. The findings produce three research propositions. These propositions are further developed into testable hypotheses in Study 2’s quantitative investigation, featuring analysis of the variance of online survey data collected from millennials.

The findings suggest that narcissism positively relates to millennials’ attitudes toward and intent to participate in selfie-marketing on visual content-sharing apps. Results also demonstrate that millennials seek to use selfies to present their self-concepts differently in various visual content-sharing environments.

The present research is among the first to focus on the importance of self-presentation and narcissism in regard to consumers’ attitudes and behavioral responses toward selfie-marketing. For marketers, this underscores the importance of understanding the unique nature of user-generated visual content on social media.

This paper aims to serve as an integrative literature review that organizes the burgeoning literature and findings related to possible impacts of the selfie phenomenon on consumers.

This is a conceptual paper.

The current empirical scholarly work supports two conflicting perspectives on the impact of selfies: the selfie experience as a source of empowerment and the selfie as embodiment of societal control and expression of existing power-relations. While the two perspectives are seemingly discordant, in fact, they pertain to different levels of analysis – individual and social, respectively.

While the empowerment aspect of the selfie experience has been well-documented in existing literature, the mechanisms of control and disempowerment have remained underconceptualized. This research paper offers a framework which addresses this omission and theorizes ways in which the selfie phenomenon perpetuates societal control and maintains power-relations.

Selfie tourism is a fast-growing phenomenon. Given the convenience of photo-snapping and photo-sharing on social media, selfie tourism is seen as an emerging trend among travelers. This phenomenon gave consequence toward travelers’ behavior, especially on how it can affect their memorable tourism experience and place attachment. This paper aims to examine the relationship between selfie tourism, memorable tourism experience, hedonic well-being and travelers’ place attachment.

A self-administered survey method is used. This research was carried out during the COVID-19 pandemic, consequently, the data were collected via Google Form (online). The respondents are tourists who have visited various tourism destinations in West Sumatera, Indonesia. To test the hypotheses of this study, questionnaires are distributed to 450 respondents. The proposed model was tested using structural equation modeling.

The results of this study shows that selfie tourism has a positive and significant relationship toward both memorable tourism experience and hedonic well-being. In addition, memorable tourism experience and hedonic well-being also have a significant relationship with place attachment.

The limitation of this study lies in the limited reference to the relationship between selfie tourism and memorable tourism experience and hedonic well-being, because this is the first study to examine the relationship of these variables. This study also has not tested the direct relationship between selfie tourism and place attachment and has not considered eudaemonic well-being as an antecedent of place attachment. Further research will discuss the direct effect of selfie tourism and eudaemonic experience on place attachment, as well as the moderating effect of memorable tourism and hedonic well-being.

This study shows the benefits obtained by tourism managers in preparing selfie facilities, as well as the ability to create meaningful experiences. It provides tourism practitioners with an understanding that tourist place attachment can be improved by both memorable tourism experience and hedonic well-being. Furthermore, both memorable tourism experience and hedonic well-being can be affected by selfie tourism. This understanding can enhance the tourism providers’ strategy to improve services that fit the characteristics of today’s tourists. Therefore, selfie tourism, memorable tourism experience and hedonic well-being can support tourism sustainability, especially in creating place attachments.

To the authors’ knowledge, this is one of the first studies that investigated the relationship between selfie tourism, memorable tourism experience and place attachment. From a market-specific context, this is also the first study that investigated the antecedents of place attachment on West Sumatera’s tourism.

The purpose of this paper is to empirically derive and test a framework of brand acquaintancing – a new emotional attribution resulting from user-brand interactions on Snapchat, a popular social medium with ephemeral properties.

Focus group data were used to derive a framework, hypotheses and measurement scales for explicating the brand acquaintancing construct. Structural coherence of the framework and reliability and validity of scales were tested using a survey sample of Snapchat using students. The purified theoretical model was tested using a nationwide sample of Snapchat users.

The studies find that Snapchat users are receptive to unknown and stranger brands. Users’ fear of self-disclosure triggers a search for acquaintances on the medium, i.e., acquaintances are sought over friends and intimates. Moreover, unknown and stranger brands encountered on the medium are acquaintance, i.e., awarded the status of an acquaintance.

The studies found Snapchat users receptive to unknown and stranger brands. Users’ fear of self-disclosure triggers a search for acquaintances on the medium, i.e., acquaintances are sought over friends and intimates. Moreover, unknown and stranger brands encountered on the medium are acquaintanced, i.e., they were awarded the status of an acquaintance.

The paper presents empirical evidence of brand acquaintancing on Snapchat, and contributes to a more nuanced understanding of social media platforms to aid scholars and practitioners.

I followed Belle (@bellecosby, @bonitaapplebelle), or Hanna, from Twitter to Tumblr. Her presence on the blog was thoughtful, defiant, playful, and informed. Looking through Hanna’s posts as Belle from Tumblr, she struck me as “Tumblr famous” – a type of microcelebity that uses Tumblr to connect with an audience and maintain popularity among other Tumblr users. Well before the #MeToo movement had caught fire in 2017, Hanna was ready and willing to challenge mainstream celebrity on behalf of the voiceless. On Twitter she laid out arguments to challenge the impulse to victim-blame when sexual assault survivors do go public challenging the impulse to victim-blame when sexual assault survivors do go public. This chapter traces how Belle’s online community was an opportunity for relationally understanding herself and expressing her identity to specific Tumblr networks, among like-minded peers that also confront social issues.

Due to the high use of mobile devices, the market share of mobile advertisements (Ads) is significantly growing. Although mobile Ads can contact potential customers at any time and in any location depending on their unique demands, one of the biggest problems for advertisers is how to improve customer repurchases with their Ads. The development and empirical support of customer repurchase through mobile Ads context have not been addressed. Therefore, the purpose of this paper is to define and identify the key attributes of customer repurchase in a mobile Ads context.

In this research, the set of attributes was derived from a systematic literature review and finalized by applying the Fuzzy Delphi method. To develop a hierarchical model and classify the cause/effect groups among identified key attributes, the Fuzzy mixed approach uses a combination of Fuzzy interpretive structural modeling-decision-making trial and evaluation laboratory.

The findings suggest that language, type of website and social media are classified to as essential attributes for improving customer repurchase through mobile Ads.

The focus of the current research is limited to identify and develop the hierarchical interrelationships between customer repurchase attributes that are unique to the mobile Ads business context. Additional research may be conducted for various media contexts and other products/services categories.

This study illustrated how multicriteria decision-making techniques could be used effectively using Fuzzy theory to explore the research area of customer repurchase in mobile Ads concept.

Micro-video platforms have gained attention in recent years and have also become an important new channel for merchants to advertise their products. Since little research has studied micro-video advertising, this paper aims to fill the research gap by exploring the determinants of micro-video advertising clicks. We form a micro-video advertising click prediction model and demonstrate the effectiveness of the multimodal information extracted from the advertisement producers, commodities being sold and micro-video contents in the prediction task.

A multimodal analysis framework was conducted based on real-world micro-video advertisement datasets. To better capture the relations between different modalities, we adopt a cooperative learning model to predict the advertising clicks.

The experimental results show that the features extracted from different data sources can improve the prediction performance. Furthermore, the combination of different modal features (visual, acoustic, textual and numerical) is also worth studying. Compared to classical baseline models, the proposed cooperative learning model significantly outperforms the prediction results, which demonstrates that the relations between modalities are also important in advertising micro-video generation.

To the best of our knowledge, this is the first study analysing micro-video advertising effects. With the help of our advertising click prediction model, advertisement producers (merchants or their partners) can benefit from generating more effective micro-video advertisements. Furthermore, micro-video platforms can apply our prediction results to optimise their advertisement allocation algorithm and better manage network traffic. This research can be of great help for more effective development of the micro-video advertisement industry.