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#Me and brands: understanding brand-selfie posters on social media

Title
#Me and brands: understanding brand-selfie posters on social media
Authors
Sung, YongjunKim, EuniceChoi, Sejung Marina
Ewha Authors
Eunice Eun-Sil Kim(김은실)
SCOPUS Author ID
Eunice Eun-Sil Kimscopus
Issue Date
2018
Journal Title
INTERNATIONAL JOURNAL OF ADVERTISING
ISSN
0265-0487JCR Link

1759-3948JCR Link
Citation
INTERNATIONAL JOURNAL OF ADVERTISING vol. 37, no. 1, pp. 14 - 28
Keywords
Electronic word-of-mouthbrand-selfienarcissismmaterialismsocial networking sites
Publisher
ROUTLEDGE JOURNALS, TAYLOR &

FRANCIS LTD
Indexed
SSCI; SCOPUS WOS
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.
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DOI
10.1080/02650487.2017.1368859
Appears in Collections:
사회과학대학 > 심리학전공 > Journal papers
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