Selfie campaigns as advertising tactic: mental imagery as a driver of brand interest and participation

Wolfsteiner, Elisabeth; Garaus, Marion; Wagner, Udo; Girschick, Alexander

doi:10.1080/02650487.2022.2095836

Cited by 4 publications

(2 citation statements)

References 76 publications

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“…A few examples of brand selfie campaigns are the Axe deodorant selfie campaign "Kiss for Peace", Samsung selfie campaign "underwater selfie, Beats selfie campaign "Solo Beat" and Pizza Hut selfie campaign "Shelfie". These brand selfie campaigns attracted a great number of customers and their brands were preferred in the presence of alternatives (Wolfsteiner et al, 2022). The millennial generation finds it interesting to take selfies with extravagant goods, spend quality time at leisure spas or at premium hotels, walk at tourist places and hold premium product (Yifan and Ge, 2017).…”

Section: Brand Preferencementioning

confidence: 99%

Hey brand, let me take a selfie to get you out of the crisis

Raza,

Khalid,

Raza

2023

JHTI

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PurposeThis 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/approachA 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.FindingsThe 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/implicationsIt 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/valueThe 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.

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Section: Brand Preferencementioning

confidence: 99%

Hey brand, let me take a selfie to get you out of the crisis

Raza,

Khalid,

Raza

2023

JHTI

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“…It is unclear how selfies may lead to behavioral consequences, especially in a marketing context. Limited existing research on selfies in the marketing literature has primarily examined from a broad strategic aspect of brand management (Hartmann et al, 2021; Presi et al, 2016; Wolfsteiner et al, 2023) rather than at an individual consumer level. The current research aims to fill this gap by investigating the impact of consumer selfie on individuals' product choices, particularly in terms of variety seeking.…”

Section: Introductionmentioning

confidence: 99%

Let me take a #selfie #variety: How consumer selfie affects variety seeking

Jeong

Wang

Suri

2023

Psychology and Marketing

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Given the proliferation of digital cameras on smartphones, selfies have become ubiquitous in consumers' daily lives, and many companies have employed consumer selfies in their marketing campaigns. However, research on selfies in the domain of consumer behavior is still lacking. This research investigates how consumer selfies, namely, self-portrait photos featuring consumer faces and products, influence consumers' variety seeking. Through field, online, and laboratory studies and a content analysis of Instagram data, we show that if people will take a consumer selfie with the products they are going to purchase, their self-presentational concern is heightened, which, in turn, increases their variety seeking in product choices.However, we also find that the consumer selfie effect on variety seeking diminishes when people will take a group (vs. an individual) consumer selfie. Finally, we also show that individual differences in self-consciousness moderate the consumer selfie effect on variety seeking.

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