Brand selfies: consumer experiences and marketplace conversations

Abstract

Purpose The purpose of this paper is to explore the brand selfie phenomenon on two different levels. On the level of consumer brand experiences, the focus is on how brand selfie practices add new features to brand experiences and consumer–brand relationships. On the level of marketplace brand image, the authors explore how consumers contribute to marketplace conversations by posting brand selfies in social media and how this practice shapes and changes brand image. Design/methodology/approach The researchers conducted an extensive search on different social media platforms to collect various types of brand selfies. The authors approach brand selfies as rich visual texts and their analysis comprises four key steps: descriptive analysis, response analysis, formal analysis and polytextual thematic analysis. Findings On the level of consumer brand experiences, the findings illuminate how different types of brand selfies extend the brand experience in space and time and transfer it into the hybrid space of the consumer-defined social networks. On the level of marketplace brand image, it is illustrated how brand selfies contribute to the process of co-creating brand meaning in the social media. Originality/value The study proposes a typology of brand selfie assemblages showing how consumers contribute to the visual production and consumption of brand meanings. The brand selfie is a unique material and expressive reality enabling us to theorise new perspectives on how consumers consume brands and how aggregates of brand selfie production and dissemination affect marketplace dynamics.

Hero shots: involved fathers conquering new discursive territory in consumer culture

“…These descriptions were also supplemented with the fathers' statements accompanying the photographs in the book. In line with Presi, Maehle, and Kleppe (2016), we performed formal coding in step (ii) by applying principles of photographic composition to explain how elements and their arrangement gave meaning to the image. In order to identify the most important compositional elements, we applied the "Rule of Thirds," which follows best practices of professional photographers for determining where to place the main elements in a photograph (Marchesotti et al 2011).…”

Self in Art/Self As Art: Museum Selfies As Identity Work

“…Placing deliberate staging at the center of their typology of selfies, Presi et al (2016) separate brand selfies based on the level of staging. Past research on museums finds many instances of visitors using the physical surroundings as a place of performance (Joy and Sherry, 2003; Kozinets et al, 2004; Hollenbeck et al, 2008).…”

Estudio sobre el fenómeno de las selfies en las redes sociales y sus implicaciones para el marketing

“…Las selfies de marca han sido analizadas desde diferentes perspectivas, destacando la importancia que estas tienen para la construcción de imagen de marca y creando una categorización de las mismas (Presi, et al, 2016). Si bien una selfie es el reflejo de emociones y sentimientos que pueden ser personales o sociales, las marcas también pueden utilizarlas para reflejar su personalidad y crear una imagen propia en el contexto del consumidor.…”