Presi, C, Maehle, N and Kleppe, IA (2016) Brand selfies: consumer experiences and marketplace conversations. European Journal of Marketing, 50 (9/10). pp. 1814-1834. ISSN 0309-0566
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016, Emerald Publishing. This is an author produced version of a paper published in European Journal of Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Social media; Brand experience; Mobile technology; Brand selfie; Hybrid spaces; Visual analysis |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 17 Jun 2016 11:59 |
Last Modified: | 12 Oct 2017 22:09 |
Published Version: | http://doi.org/10.1108/EJM-07-2015-0492 |
Status: | Published |
Publisher: | Emerald Publishing |
Identification Number: | 10.1108/EJM-07-2015-0492 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:101021 |