مقاله انگلیسی رایگان در مورد بازاریابی سلفی: کاوش خودشیفتگی در رسانه های اجتماعی – امرالد 2017

 

مشخصات مقاله
انتشار مقاله سال 2017
تعداد صفحات مقاله انگلیسی 32 صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
منتشر شده در نشریه امرالد
نوع مقاله ISI
عنوان انگلیسی مقاله Selfie-Marketing: Exploring Narcissism and Self-Concept in Visual User-Generated Content on Social Media
ترجمه عنوان مقاله بازاریابی سلفی: کاوش خودشیفتگی و خودانگاری در محتوای دیداری تولید شده توسط کاربران در رسانه های اجتماعی
فرمت مقاله انگلیسی  PDF
رشته های مرتبط مدیریت، روانشناسی
گرایش های مرتبط بازاریابی، روانشناسی سازمانی و صنعتی
مجله مجله بازاریابی مصرف کننده – Journal of Consumer Marketing
دانشگاه Department of Marketing – The University of Akron – USA
کلمات کلیدی بازاریابی سلفی، محتوای تولید شده توسط کاربر، برنامه های اشتراکی بصری، خود شیفتگی، خود-مفهوم، نظریه اصولی
کلمات کلیدی انگلیسی Selfie-marketing, User-generated content, Visual content-sharing apps, Narcissism, Self-concept, Grounded theory
شناسه دیجیتال – doi https://doi.org/10.1108/JCM-03-2016-1752
کد محصول E8221
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Introduction

The concept of a “selfie” is simple: a consumer takes a photo or video of himself or herself, shares it via social media, and then, waits for feedback. Approximately 93 million selfies are taken across the world each day (Cohen, 2016), with nearly 40% of millennials taking at least one selfie per day (eMarketer, 2015). Indeed, selfies are an integral part of many consumers’ lives, especially for millennials. Due to this growing trend, some companies are increasingly devoting resources to selfie-focused marketing activities (AdWeek, 2016), which encourage consumers to take and share selfies in relation to a brand. The authors hereafter refer to this concept as “selfie-marketing,” defined as user-generated selfies that are used by a company for marketing purposes. For example, Buffalo Wild Wings launched an Instagram campaign asking consumers to share selfies with the #fannerism hashtag while watching the World Cup at its restaurants (Gibson, 2014). While the marketing academic literature is studying brand-consumer interactions on mobile devices and social media in general (e.g., Bacile et al., 2014; Hamilton et al., 2016), it is important to examine the increasing trend of social networks featuring visual communication. Scholars outside of marketing, such as psychologists studying human interaction with computers, have made progress in this area. Bayer et al. (2016) examined visual-content sharing apps such as Instagram and Snapchat and how they differ from other social networking platforms in content formality and permanency, as well as unique social and emotional experiences. Moreover, Pittman and Reich (2016) suggested that people who share selfies on Instagram versus Snapchat may be attempting to express themselves differently, as social interactions on each platform may differ considerably. As such, consumers use self-presentation of selfies shared on visual content sharing apps as an impression management strategy (Qiu et al., 2015). However, this phenomenon is far less researched in a marketing context (Lim and Lim, 2016), specifically as brands start to devote more resources to selfie-marketing campaigns. The present research begins to fill this void by exploring the interplay of selfies, selfpresentation, narcissism, and self-concept on two popular visual content-sharing apps: Instagram and Snapchat. The authors examine how millennials use selfies to present their self-concepts on visual content-sharing apps, in an effort to understand their attitudes and intention to participate in selfie-marketing. This research adds to the literature’s understanding of selfie-marketing and offers insights for marketers to plan and implement selfie-marketing initiatives.