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Article
Publication date: 8 January 2018

Alexa K. Fox, Todd J. Bacile, Chinintorn Nakhata and Aleshia Weible

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Consumer Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 6 October 2023

Mohsin Raza, Rimsha Khalid and Hassan Raza

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 5 February 2020

Naziyet Uzunboylu, Yioula Melanthiou and Ioanna Papasolomou

It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about…

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Abstract

Purpose

It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and contributes to the interactivity with the brands. This study aims to understand how the selfie phenomenon could mobilize the interactivity between brands and target audiences, in a way that could be used as a marketing tool by companies.

Design/methodology/approach

A netnographic research methodology was used for the current study because it is a method specifically designed to study online communities (Kozinets, 2010). The experiences of brand selfie postings on Instagram were studied by analyzing users’ selfies to predict brand usage. A purposive sample of Instagram users was chosen, and from these, a total of 74 brand selfies were analyzed.

Findings

This study provided an understanding of consumer behavior and marketing practices in the social marketplace through a detailed exploration of the data using visual and textual analysis. The main finding of this study is that consumers both consume and produce brand meanings in digital platforms; hence, companies should view them not only as passive receivers of messages, but also potential generators and co-creators of brand messages.

Research limitations/implications

An important limitation of this study is that it only examines a small number of cases, and conclusions can only be limited to the specific sample chosen. A future research endeavor could of course be carried out to include a larger sample audience for investigating the effect of brand selfies and the potential purchase decisions of peers following exposure. Theoretically, this study provided further insight into the selfie phenomenon and specifically as a marketing tool and not just a new social trend.

Originality/value

The growing trend in the selfie phenomenon along with social networking sites (hereinafter SNSs) have attracted the attention of both users and marketing experts in terms of consumer–brand relationship (Zhu and Chen, 2015). In line with this current trend, many studies have attempted to understand the influential impact of the selfie phenomenon through SNSs. Studies on the motivation of selfie postings (Pounders et al., 2016) and selfie-posting behavior on SNSs (Kim et al., 2016) have been carried out; however, how brand selfies posted on SNSs appeal to non-users and how they interact with them remain unclear. Consequently, the intention of the current study is to provide some insight in this area.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 23 October 2018

Glyn Atwal, Douglas Bryson and Valériane Tavilla

The purpose of this paper is to identify the motives for posting or sharing food photos using social media, focussed within the context of fine dining (FD) restaurants.

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Abstract

Purpose

The purpose of this paper is to identify the motives for posting or sharing food photos using social media, focussed within the context of fine dining (FD) restaurants.

Design/methodology/approach

Ethnographic fieldwork was conducted in France by combining analysis of qualitative diary research and transcripts of focus group discussions.

Findings

The motivation to take food images can be broadly categorised according to experiential (hedonism, altruism and passion collecting) and symbolic (social status, uniqueness, self-esteem and self-presentation) benefits.

Research limitations/implications

This research is limited by its relatively small sample size and the inability to consider the direct influences of demographic variables and attitudes to FD and social media. Moreover, the cultural context of the study needs to be considered as the study took place in France.

Practical implications

User-generated images are increasingly an integral aspect of the holistic dining experience. Luxury restaurants need to leverage the opportunities of user-generated content. The FD experience needs to be visually captured and expressed. This can include both tangible and intangible attributes.

Originality/value

Although the literature has provided a comprehensive overview of social media behaviour, the efficacy of a gastronomic perspective is limited. To the authors’ knowledge, this is the first study to investigate consumer-generated postings of images of food within the luxury restaurant classification.

Details

British Food Journal, vol. 121 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 25 September 2021

Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga

The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private…

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Abstract

Purpose

The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private consumption. Marketing practitioners will benefit by understanding the consumer traits that can be triggered and focused on in advertising campaigns. Moreover, it is important to know which traits have a significant impact on each product category section (i.e. public vs private use).

Design/methodology/approach

An experiment used a between-subjects design with two randomized blocks of publicly used brands and privately used brands. Within each block, the relationship between independent variables (narcissism and need for uniqueness [NFU]) and dependent variables (SBC, CBC and purchase intention) were analyzed using SmartPLS.

Findings

The results showed that narcissism has a significant positive impact on consumers’ SBC for publicly consumed products, no effect was found for CBC. NFU shows a significant positive impact on SBC and CBC for both categories. The results also showed a positive impact for SBC on purchase intention, no effect was found for CBC.

Research limitations/implications

Future research can examine brand names that people favor the most and test whether individuals’ narcissism and NFU is influential on their SBC and CBC with the brands, regardless of the exposure to the visual cues provided in this paper. Moreover, there are more behavioral outcomes that need examination. For example, it would be fruitful to see whether attitude toward the ad, or brand attitude are affected by consumers’ narcissism and NFU.

Practical implications

The results contribute to the effectiveness of advertising in different industries. For instance, brand managers and marketing practitioners can benefit by understanding which product types are more attractive to consumers based on their tendency toward uniqueness. Moreover, narcissism is another common trait that can be used to target consumers. Thus, certain product types may be more attractive to consumers based on their narcissism tendencies.

Originality/value

Despite the popularity of SBC and CBC research, there is limited knowledge about the consumer traits which can stimulate and enhance these concepts. As such, an important question that needs to be addressed is: “What consumer personality traits lead to higher SBC and CBC?” When it comes to self-concept, a limited number of studies exist that explore the actual types of personality or self-concept that generate a desired connection between the “self” and brands.

Details

Journal of Consumer Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 19 January 2021

Hong Zhao, Yi Huang and Zongshui Wang

This paper aims to systematically find the main research differences and similarities between social media and social networks in marketing research using the bibliometric…

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Abstract

Purpose

This paper aims to systematically find the main research differences and similarities between social media and social networks in marketing research using the bibliometric perspective and provides suggestions for firms to improve their marketing strategies effectively.

Design/methodology/approach

The methods of co-word analysis and network analysis have been used to analyze the two research fields of social media and social networks. Specifically, this study selects 2,424 articles from 27 marketing academic journals present in the database Web of Science, ranging from January 1, 1996 to August 8, 2020.

Findings

The results show that social networks and social media are both research hotspots within the discipline of marketing research. The different intimacy nodes of social networks are more complex than social media. Additionally, the research scope of social networks is broader than social media in marketing research as shown by the keyword co-occurrence analysis. The overlap between social media and social networks in marketing research is reflected in the strong focus on their mixed mutual effects.

Originality/value

This paper explores the differences and similarities between social networks and social media in marketing research from the bibliometric perspective and provides a developing trend of their research hotspots in social media and social networks marketing research by keyword co-occurrence analysis and cluster analysis. Additionally, this paper provides some suggestions for firms looking to improve the efficiency of their marketing strategies from social and economic perspectives.

Details

Nankai Business Review International, vol. 12 no. 1
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 6 December 2021

Brendan Dwyer, Ted Hayduk and Joris Drayer

The purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal and…

Abstract

Purpose

The purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal and illegal gambling jurisdictions in the United States (US).

Design/methodology/approach

Seven hundred and eighty-nine sports fans and bettors from 47 states were surveyed through a partnership with a major media provider in the US. A number of demographic items, theoretically defined factors and fan behaviors were measured, and several two-way MANOVAs with interaction effects were conducted to determine differences between those who gamble and those who do not in legal and illegal jurisdictions.

Findings

Statistically significant differences between those who bet and those who do not were found. Bettors look different and come from different backgrounds and locations. Psychographically, they were clearly more narcissistic. They also indicated a higher social identity and self-worth, yet perceived themselves as less worthy members of important social institutions. In general, sports bettors out consumed non-bettors as it relates sports spectatorship. In terms of differences between the groups across legal and illegal states, only a few factors were impacted. Self-worth and personal identity were factors that were found to be different between groups and jurisdictions as well as DFS participation.

Originality/value

The US sports gambling market is expected to grow US$6.5 billion in the next five years, yet very little is known, psychographically, about the US sports bettor. Sports gambling research, especially from a marketing perspective, has primarily been limited to Australia and the United Kingdom. This paper contributes to what we know about sports gambling and the emerging US market. In particular, the results uncovered fundamental trait, demographic and behavioral differences between US sports fans and sports bettors. The findings also provide similar foundational differences and similarities between those who bet in states with legal and illegal gambling.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 12 September 2016

Weng Marc Lim

This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace.

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Abstract

Purpose

This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace.

Design/methodology/approach

This paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research.

Findings

Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives.

Research limitations/implications

Despite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community.

Practical implications

The selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals.

Originality/value

This paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.

Details

European Journal of Marketing, vol. 50 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 23 September 2022

Elena Delgado-Ballester, Inés López-López and Alicia Bernal

This study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a brand fails…

Abstract

Purpose

This study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a brand fails or engages in misconduct.

Design/methodology/approach

A structured questionnaire is used for data collection. Via an online panel, 303 questionnaires are completed. Hypotheses are tested using structural equation modelling.

Findings

Civic engagement and, to a lesser extent, narcissism explain intentions to initiate online firestorms. Individuals’ inherent concern for others and for ethical issues prompts them to punish a brand publicly, with the expectation that other individuals will follow and that the brand will feel compelled to react. Misconduct-related appraisal factors, such as severity, proximity, moral inequity and outrage, can amplify the effect of civic engagement.

Research limitations/implications

Future research should investigate whether the findings hold for different types of misconduct, cultures and other forms of narcissism.

Practical implications

By providing managers with a better understanding of the motivations for launching an attack, this study offers guidance on managing a brand when an online firestorm occurs.

Originality/value

Whereas previous research has focused on external drivers of online firestorms, this study builds on the prosocial behaviour literature to analyse the individual characteristics prompting the initiation of an online firestorm.

Article
Publication date: 9 December 2022

Hengyun Li, Lingyan Zhang, Rui (Ami) Guo, Haipeng Ji and Bruce X.B. Yu

This study aims to investigate the promoting effects of the quantity and quality of online review user-generated photos (UGPs) on perceived review usefulness. The research further…

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Abstract

Purpose

This study aims to investigate the promoting effects of the quantity and quality of online review user-generated photos (UGPs) on perceived review usefulness. The research further tests the hindering effect of human facial presence in review photos on review usefulness.

Design/methodology/approach

Based on review samples of restaurants in a tourist destination Las Vegas, this study used an integrated method combining a machine learning algorithm and econometric modeling.

Findings

Results indicate that the number of UGPs depicting a restaurant’s food, drink, menu and physical environment has positive impacts on perceived review usefulness. The quality of online review UGPs can also enhance perceived review usefulness, whereas facial presence in these UGPs hinders perceived review usefulness.

Practical implications

Findings suggest that practitioners can implement certain tactics to potentially improve consumers’ willingness to share more UGPs and UGPs with higher quality. Review websites could develop image-processing algorithms for identifying and presenting UGPs containing core attributes in prominent positions on the site.

Originality/value

To the best of the authors’ knowledge, this study is the first to present a comprehensive analytical framework investigating the enhancing or hindering roles of review photo quantity, photo quality and facial presence in online review UGPs on review usefulness. Using the heuristic-systematic model as a theoretical foundation, this study verifies the additivity effect and attenuation effect of UGPs’ visual elements on judgements of online review usefulness. Furthermore, it extends scalable image data analysis by adopting a deep transfer learning algorithm in hospitality and tourism.

Details

International Journal of Contemporary Hospitality Management, vol. 35 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

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