View : 884 Download: 0
#Me and brands: understanding brand-selfie posters on social media
- Title
- #Me and brands: understanding brand-selfie posters on social media
- Authors
- Sung, Yongjun; Kim, Eunice; Choi, Sejung Marina
- Ewha Authors
- Eunice Eun-Sil Kim(김은실)
- SCOPUS Author ID
- Eunice Eun-Sil Kim
- Issue Date
- 2018
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- ISSN
- 0265-0487
1759-3948
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING vol. 37, no. 1, pp. 14 - 28
- Keywords
- Electronic word-of-mouth; brand-selfie; narcissism; materialism; social networking sites
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR &
FRANCIS LTD
- Indexed
- SSCI; SCOPUS
- Document Type
- Article
- Abstract
- Marketing scholars and consumer psychologists are turning their attention to the increasing proliferation of selfies. This study investigates a new type of electronic word-of-mouth, namely, selfies with brands/products (brand-selfies'), on social networking sites, and considers three factors as predictive of brand-selfie posting behaviour: narcissism, materialism, and beliefs that social networking sites are sources of brand information. Data from an online survey were analysed using discriminant analysis to identify characteristics of consumers that do or do not post brand-selfies. The results found that narcissism, materialism, and the belief that social networking sites were brand/product information sources meaningfully related to social networking sites' users' brand-selfie posting behaviour and that they differentiated between brand-selfie posters and non-brand-selfie posters. Consumers' perceptions of social networking sites as sources of brand/product information were most strongly predicted by their brand-selfie posting behaviours. Areas for future research are discussed.
- DOI
- 10.1080/02650487.2017.1368859
- Appears in Collections:
- 사회과학대학 > 심리학전공 > Journal papers
- Files in This Item:
There are no files associated with this item.
- Export
- RIS (EndNote)
- XLS (Excel)
- XML