Exploring the Impact of Brand Selfie on Brand Attitude in the Twittersphere: An Abstract
Enabled by Web 2.0 and mobile technologies, selfies have become an important social and cultural phenomenon on the Internet. Brand selfie, created and consumed by ordinary consumers in social media, is a new form of user-generated content (UGC). Brand selfies, in which the individuals are featured with brands, are of particular interest to marketers and advertisers. This paper aims to explore the impact of brand selfie on brand attitude in the Twittersphere.
Specifically, the authors examine how brand attitude is influenced by four characteristics of brand selfies: physical attractiveness, emotion, product experience, and social influence. This paper used a mixed-method approach. First, a qualitative study was conducted to identify selfie characteristics that can potentially affect brand attitude. Content analysis was applied to derive insights from participants’ responses. Study one identified four important characteristics of brand selfies: physical attractiveness, emotion, product experience, and social influence. Second, in a quantitative study, the authors performed multiple regression to examine the empirical impacts of the four selfie characteristics that were identified in study one. Study two provided empirical support that those four brand selfie characteristics significantly impacted brand attitude.
This paper makes contributions to the marketing literature in two ways. First, it is the first paper to examine the impacts of brand selfies on brand attitude on the Twitter platform. The findings from two studies demonstrate that brand attitude can be impacted by brand selfies. More importantly, brand attitude is impacted by four features of brand selfies: physical attractiveness, emotions, product experience, and social influence. Second, the results provide valuable insights for UGC researchers and marketers into the application of brand selfies in online product promotion and advertisement.
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