Ma, Jenny and Yang, Yusheng (2016) What can we know from selfies - An exploratory study on selfie and the implication for marketers. In: 2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations, pp. 597-601. (doi:10.15444/GMC2016.05.03.05)

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Abstract

Although “selfie” has become a social phenomenon, little is discussed in marketing literature regarding what marketers can actually learn from consumers using selfies. This study has collected cross-cultural data of a total of 396 selfie photos from Twitter and Sina Weibo, in order to provide empirical evidence that leads to a better understanding on selfies. The results emphasise the cross-cultural differences on taking selfies and how selfie as another form of consumers presenting the “ideal self” may influence what information marketers can obtain from consumer selfies. The limitations due to data collection methods are noted and implications for marketers are also discussed.

Item Type:	Conference Proceedings
Title of Proceedings:	2016 Global Marketing Conference at Hong Kong Proceedings
Additional Information:	2016 Global Marketing Conference at Hong Kong
Uncontrolled Keywords:	Selfies, Cultural differences, Consumer studies, Social media
Subjects:	G Geography. Anthropology. Recreation > GT Manners and customs G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	15 Jan 2018 17:17
URI:	http://gala.gre.ac.uk/id/eprint/16945

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