This is an outdated version published on 2022-09-26. Read the most recent version.

Conceptual Study of Selfie As a New Tool for Brand Marketing

Authors

Endang Hariningsih Sekolah Tinggi Ilmu Bisnis Kumala Nusa
Budhi Haryanto Universitas Sebelas Maret, Indonesia

DOI:

https://doi.org/10.47747/ijmhrr.v3i3.756

Keywords:

selfie, self-congruent, selfie charm, attitude towards influencers, attitude towards the brand

Abstract

This paper aims to propose a proposition of selfie effectiveness from influencers that impact the attitude and buying intentions. The method is to review of several articles reveals the phenomenon of selfie marketing and the science of exercise to develop a proposition about the effectiveness of selfies concerning forming positive attitudes and purchasing intentions of a brand. The study produced a conceptual framework based on Stimuli-Organism-Response (SOR) as the basis for the development of propositions that explain the relationship between selfie charm and self-congruence, attitudes toward influencers, and attitudes toward brands and purchasing intentions with social interaction as moderation variables of the relationship between those variables. This paper describes selfies taken by non-celebrities as influencers. The implication of this study is an alternative model that conceptualizes selfie charm and social interaction as two variables that influence the process of forming a brand's buying attitudes and intentions, which marketers need to consider in creating marketing strategies. The phenomenon of selfies that occur today has given rise to a new stimulus, namely the charm of selfies and netizen comments that affect consumer activity in the purchase of a brand.

References

Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, XXXIV(August 1997), 347–356.

Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57. https://doi.org/10.2307/3151914

Abidin, C. (2015). Communicative ❤ intimacies: Influencers and Perceived Interconnectedness. Ada: A Journal of Gender, New Media, and Technology, 8, 1–15. http://adanewmedia.org/blog/2015/11/01/issue8-abidin/

Abidin, C. (2016a). “Aren’t These Just Young, Rich Women Doing Vain Things Online?”: Influencer Selfies as Subversive Frivolity. Social Media and Society, 2(2). https://doi.org/10.1177/2056305116641342

Abidin, C. (2016b). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177

Ahuvia, A. C. (2005). Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives. Journal of Consumer Research, 32(1), 171–184. https://doi.org/10.1086/429607

Ajzen, I. (1975). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Ajzen, Icek. (2011). The theory of planned behaviour: Reactions and reflections. Psychology and Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995

Al-Debei, M. M., Al-Lozi, E., & Papazafeiropoulou, A. (2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), 43–54. https://doi.org/10.1016/j.dss.2012.12.032

Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015). From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions. Journal of Interactive Advertising, 15(2), 82–96. https://doi.org/10.1080/15252019.2015.1071677

Amos, C., Holmes, G., & Strutton, D. (2015). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052

Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour : A Meta-Analytic Review E Y cacy of the Theory of Planned Behaviour : A meta-analytic review. July 2017, 471–499.

Aron, A., Fisher, H., Mashek, D. J., Strong, G., Li, H., & Brown, L. L. (2005). Reward, motivation, and emotion systems associated with early-stage intense romantic love. Journal of Neurophysiology, 94(1), 327–337. https://doi.org/10.1152/jn.00838.2004

Arora, R. (1982). S-O-R Enduring , Involvement Response Components of. Journal of Marketing Research, 19(4), 505–516.

Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45–61. https://doi.org/10.1016/j.ijresmar.2006.01.005

Bailey, A. A., Bonifield, C. M., & Elhai, J. D. (2021). Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors. Journal of Retailing and Consumer Services, 59(March 2020), 102348. https://doi.org/10.1016/j.jretconser.2020.102348

Baker, M. J., & Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14(4), 538–555. https://doi.org/10.1177/002224377701400411

Bandura, A. (1989). Human Agency in Social Cognitive Theory. American Psychologist, 44(9), 1175–1184. https://doi.org/10.1037/0003-066X.44.9.1175

Barger, V. A., & Labrecque, L. I. (2013). An Integrated Marketing Communications Perspective. International Journal of Integrated Marketing Communications, May 2013, 64–76.

Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287. https://doi.org/10.1108/JRIM-06-2016-0065

Barnier, V. De, & Vallete-Florence, P. (2006). Provocative Sexually Appealing Advertisements: The Influence of Embrrassment on Attitude Towards the Ad. Advances in Consumer Research, 7, 215–222.

Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478–495. https://doi.org/10.1080/08838159609364370

Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537

Berscheid, E., & Elaine Walster. (1974). Physical Attractiveness (Leonard Berkowitz (ed.)). ACADEMIC PRESS, INC.

Boon, S., & Lomore, C. (2001). Admirer-celebrity relationships among young adults.. Human Communication Research, 27(3), 432–465. https://doi.org/10.1111/j.1468-2958.2001.tb00788.x

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703

Buchanan-Oliver, M., Cruz, A., & Schroeder, J. E. (2010). Shaping the body and technology: Discursive implications for the strategic communication of technological brands. European Journal of Marketing, 44(5), 635–652. https://doi.org/10.1108/03090561011032306

Caballero, M. J., & Pride, W. M. (1984). Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements. Journal of Marketing, 48(1), 94. https://doi.org/10.2307/1251315

Camenos, J. (2018). How to Determine if Your Brand Should Go With a Celebrity Endorser or Influencer. www.adweek.com/brand-marketing/how-to-determine-if-your-brand-should-go- with-a-celebrity-endorser-or-influencer

Chahal, Mi. (2016). Four trends that will shape media in 2016. http://www.marketingweek.com/2016/01/08/four %0Atrends-that-will-shape-media-in-2016%0A

Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37(8), 1387–1397. https://doi.org/10.1037/0022-3514.37.8.1387

Chang, Y. W., Hsu, P. Y., & Yang, Q. M. (2018). Integration of online and offline channels: a view of O2O commerce. Internet Research, 28(4), 926–945. https://doi.org/10.1108/IntR-01-2017-0023

Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173–192. https://doi.org/10.1080/02650487.2005.11072913

Cheah, J. H., Ting, H., Cham, T. H., & Memon, M. A. (2019). The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes: A model comparison. Internet Research, 29(3), 552–577. https://doi.org/10.1108/IntR-12-2017-0530

Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85–94.

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157

Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29 (9)(September), 639–650. https://doi.org/10.1002/mar.20550

Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change - how user-generated content really affects brands. Journal of Advertising Research, 52(1), 53–64. https://doi.org/10.2501/JAR-52-1-053-064

Cooke, R., & Sheeran, P. (2004). Moderation of cognition-intention and cognition-behaviour relations: A meta-analysis of properties of variables from the theory of planned behaviour. British Journal of Social Psychology, 43(2), 159–186. https://doi.org/10.1348/0144666041501688

Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on Instagram. New Media and Society, 21(4), 895–913.

Davis, A. (2013). Promotional Cultures: the Rise and Spread of Advertising, Public Relations, Marketing and Branding. In Celebrity Studies. Polity Press. https://doi.org/10.1080/19392397.2015.1029807

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

Dinhopl, A., & Gretzel, U. (2016). Selfie-taking as touristic looking. Annals of Tourism Research, 57, 126–139. https://doi.org/10.1016/j.annals.2015.12.015

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

Eagar, T., & Dann, S. (2016). Classifying the narrated #selfie: genre typing human-branding activity. European Journal of Marketing, 50(9–10), 1835–1857. https://doi.org/10.1108/EJM-07-2015-0509

Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127–139. https://doi.org/10.1177/0047287506291603

Erdogan, B. Z. (1999). Celebrity Endorsement : A Literature Review Celebrity Endorsement : A Literature Review. Journal of Marketing Management, 15, 291–314.

Erickson, R. J. (1995). The importance of authenticity for self and society. Symbolic Interaction, 18(2), 121–144.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology and Marketing, 20(2), 139–150. https://doi.org/10.1002/mar.10064

Escalas, J. E., & Bettman., J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339–348. https://doi.org/10.1207/S15327663JCP1303_14

Escalas, J. E., & Bettman., J. R. (2005). Self-construal, reference groups, and Brand meaning. Journal of Consumer Research, 32, 378–389.

Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885

Fox, A. K., Bacile, T. J., Nakhata, C., & Weible, A. (2018). Selfie-marketing: exploring narcissism and self-concept in visual user-generated content on social media. Journal of Consumer Marketing, 35(1), 11–21. https://doi.org/10.1108/JCM-03-2016-1752

Gannon, V., & Prothero, A. (2016). Beauty blogger selfies as authenticating practices. European Journal of Marketing, 50(9–10), 1858–1878. https://doi.org/10.1108/EJM-07-2015-0510

Giffin, K. (1967). the Contribution of Studies of Source Credibility To a Theory of Interpersonal Trust in the Communication Process. Psychological Bulletin, 68(2), 104–120. https://doi.org/10.1037/h0024833

Gilbert, S. (2014). “The world’s earliest selfies – in pictures.” https://www.theguardian.com/artanddesign/gallery/2014/jul/21/worlds-earliest-selfies-in-pictures-buzz-aldrin

Goffman, E. (1956). The Presentation of Self in Everyday Life. In Academy of Management Review. University of Edinburgh Social Sciences Research Centre. https://doi.org/10.5465/amr.1989.4279016

Goh, D. H.-L., Ang, R. P., Chua, A. Y., & Lee, C. S. (2009). Why we share: A study of motivations for mobile media sharing. Active Media Technology, 195–206.

Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4–17. https://doi.org/10.1108/07363769610118921

Grazer, W. F., & Keesling, G. (2011). The Effect of Print Advertising’s Use of Sexual Themes on Brand Recall and Purchase Intention: A Product Spesific Investigation of Male Responses. Journal of Applied Business Research, 11(3), 47–57.

Grubb, E. L., & Hupp, G. (1968). Perception of Self, Generalized Stereotypes, and Brand Selection. Journal of Marketing Research, 5(1), 58. https://doi.org/10.2307/3149794

Grubb, E. L., & Stern, B. L. (1971). Self-Concept and Significant Others. Journal of Marketing Research, 8(3), 382. https://doi.org/10.2307/3149582

Gunarathne, P., Rui, H., & Seidman, A. (2018). When social media delivers constomer service: differential consumer treatment in the airline industry. MIS Quarterly, 42(2), 489–520. https://doi.org/10.25300/MISQ/2018/14290

Gupta, S., & Mahajan, R. (2020). Role of Micro-Influencers in Affecting Behavioural Intentions. International Journal of Recent Technology and Engineering, 8(4S5), 189–192. https://doi.org/10.35940/ijrte.d1045.1284s519

Hackley, C., Hackley, R. A., & Bassiouni, D. H. (2018). Implications of the selfie for marketing management practice in the era of celebrity. Marketing Intelligence and Planning, 36(1), 49–62. https://doi.org/10.1108/MIP-07-2017-0124

Haryanto, B., Nusantara, A. C., & Budiman, S. (2015). How sexuality in elegance of advertising and congruency of product influence brand evaluation? (the study of consumer behavior using an experimental design approach). Mediterranean Journal of Social Sciences, 6(4), 118–129. https://doi.org/10.5901/mjss.2015.v6n4p118

He, H., & Mukherjee, A. (2007). I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers? Journal of Marketing Management, 23(5–6), 443–460. https://doi.org/10.1362/026725707x212766

Heider, F. (1946). ATTITUDES AND COGNITIVE ORGANIZATION Fritz Heider ( 1946 ). The Journal of Psychology, 21(1), 107–112.

Higgins, E. T. (1987). Self-Discrepancy: A Theory Relating Self and Affect. Psychological Review, 94(3), 319–340. https://doi.org/10.1037/0033-295X.94.3.319

Horai, J., Naccari, N., & Fatoullah, E. (1974). The Effects of Expertise and Physical Attractiveness Upon Opinion Agreement and Liking. Sociometry, 37(4), 601. https://doi.org/10.2307/2786431

Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685–691. https://doi.org/10.1016/j.jbusres.2011.03.015

Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. In Public Opinion Quarterly: Vol. Winter (pp. 635–649).

Huang, Y. C., Wu, Y. C. J., Wang, Y. C., & Boulanger, N. C. (2011). Decision making in online auctions. Management Decision, 49(5), 784–800. https://doi.org/10.1108/00251741111130850

Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2), 155–166. https://doi.org/10.1080/00913367.2013.838720

Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029

Ingenhoff, D., & Klein, S. (2018). A Political Leader’s Image in Public Diplomacy and Nation Branding: The Impact of Competence, Charisma, Integrity and Gender. International Journal of Communication, 12(0), 26.

Iqani, M., & Schroeder, J. E. (2016). #Selfie: Digital Self-Portraits As Commodity Form and Consumption Practice. Consumption Markets and Culture, 19(5), 405–415. https://doi.org/10.1080/10253866.2015.1116784

Jacoby, J. (2002). Reconsidered: An Evolutionary Behavior Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/S15327663JCP1201

Jenkins, H. (2008). Convergence Culture: Where Old and New Media Collide. In Social Science Computer Review (Vol. 26, Issue 2). https://doi.org/10.1177/0894439307306088

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375

Johnson, E. J., & Russo, J. E. (1984). Product Familiarity and Learning New Information. Journal of Consumer Research, 11(1), 542. https://doi.org/10.1086/208990

Joseph, W. B. (1982). The credibility of physically attractive communicators : A Review. Journal of Advertising, 11(3), 15–24.

Kabadayi, S., & Price, K. (2014). Consumer Brand engagement on Facebook: liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203–223. https://doi.org/10.1108/JRIM-12-2013-0081

Kahle, Lynn R., & Homer, P. (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspectiv. Journal of Consumer Reaserch, 11(March), 954–961.

Kahle, L. R., & Homer, P. M. (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective. Journal of Consumer Research, 11(4), 954. https://doi.org/10.1086/209029

Kaikati, J. G. (1987). Celebrity Advertising a Review and Synthesis. International Journal of Advertising, 6(2), 93–105. https://doi.org/10.1080/02650487.1987.11107007

Kamins, M. A. (1989). Celebrity and Noncelebrity Advertising in a Two-Sided Context. Journal of Advertising Research, June/July, 24–42.

Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C. (1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of Advertising, 18(2), 4–10. https://doi.org/10.1080/00913367.1989.10673146

Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278. https://doi.org/10.1080/0267257X.2020.1718740

Kedzior, R., & Allen, D. E. (2016). From liberation to control: understanding the selfie experience. European Journal of Marketing, 50(9–10), 1893–1902. https://doi.org/10.1108/EJM-07-2015-0512

Kedzior, R., Allen, D. E., & Schroeder, J. (2016). The selfie phenomenon – consumer identities in the social media marketplace. European Journal of Marketing, 50(9–10), 1767–1772. https://doi.org/10.1108/EJM-06-2016-0363

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530

Kelman, H. C. (1961). Processes of opinion change. In Attitude Change: The Competing Views (pp. 57–78). https://doi.org/10.4324/9781351315364-8

Kelman, H. C., & Hovland, C. I. (1953). “Reinstatement” of the communicator in delayed measurement of opinion change. Journal of Abnormal and Social Psychology, 48(3), 327–335. https://doi.org/10.1037/h0061861

Khamis, S., Ang, L., & Welling, R. (2016). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292

Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203–217. https://doi.org/10.1016/j.ijresmar.2003.12.003

Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product and Brand Management, 25(4), 345–356. https://doi.org/10.1108/JPBM-09-2015-0969

Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.001

Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions. Journal of Marketing Theory and Practice, 10(3), 1–11. https://doi.org/10.1080/10696679.2002.11501916

Latour, M. S., & Henthorne, T. L. (1993). Female Nudity Attitude Toward the Ad and The Brand, And Implications for Advertising Strategy. Journal of Consumer Marketing, 10(3).

Lazzari, R., & Fioravanti, M. (1978). A n e w scale for t h e adjective check list based on self vs. ideal-self discrepancies. Journal of Clinical Psychology, 34(2), 361–365.

Lee, E., Lee, J. A., Moon, J. H., & Sung, Y. (2015). Pictures Speak Louder than Words: Motivations for Using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9), 552–556. https://doi.org/10.1089/cyber.2015.0157

Lee, H.-H. M., & Dolen, W. van. (2015). Creative participation: Collective sentiment in online co-creation communities. Information and Management, 52(8), 951–964. https://doi.org/10.1016/j.im.2015.07.002

Lee, S., & Jeong, M. (2014). Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40, 49–58. https://doi.org/10.1016/j.ijhm.2014.03.008

Lee, Y., & Koo, J. (2015). Athlete Endorsement, Attitudes, and Purchase Intention: The Interaction Effect between Athlete Endorser-Product Congruence and Endorser Credibility. Journal of Sport Management, 29(5), 523–538.

Lim, W. M. (2016). Understanding the selfie phenomenon: current insights and future research directions. European Journal of Marketing, 50(9–10), 1773–1788. https://doi.org/10.1108/EJM-07-2015-0484

Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 18–36. https://doi.org/10.14707/ajbr.170035

Liu, M. T., Huang, Yu-Ying, & Minghua, J. (2007). Relations among attractiveness of endorsers, match_up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358–365.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Lueck, J. A. (2015). Friend-zone with benefits: The parasocial advertising of Kim Kardashian. Journal of Marketing Communications, 21(2), 91–109. https://doi.org/10.1080/13527266.2012.726235

MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48. https://doi.org/10.2307/1251413

Mackenzie, S. B., & Spreng, R. A. (1992). How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of Consumer Research, 18(4), 519. https://doi.org/10.1086/209278

Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280. https://doi.org/10.1016/j.intmar.2013.09.008

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

Marwick, A. E. (2010). Status Update: Celebrity, Publicity and Self-Branding in Web 2.0. New Heaven.

McCracken, G. (1989). Who is The Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Reaserch, 16(December), 310–321. https://doi.org/10.1016/b978-0-12-558702-0.50017-0

Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.

Meikle, G., & Young, S. (2012). Media convergence networked digital media in everyday life. Palgrave Macmillan UK.

Miller, A. G. (1970). Role of physical attractiveness in impression formation. Psychonomic Science, 19(4), 241–243. https://doi.org/10.3758/BF03328797

Min, J. H. J., Chang, H. J. J., Jai, T. C., & Ziegler, M. (2019a). The efects of celebrity‑brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6(10), 1–19. https://doi.org/https://doi.org/10.1186/s40691‑018‑0159‑8 RESEARCH

Min, J. H. J., Chang, H. J. J., Jai, T. M. C., & Ziegler, M. (2019b). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. In Fashion and Textiles (Vol. 6, Issue 1). https://doi.org/10.1186/s40691-018-0159-8

Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in Human Behavior, 93(November 2018), 226–234. https://doi.org/10.1016/j.chb.2018.12.014

Nejad, L. M., Wertheim, E. H., & Greenwood, K. M. (2004). Predicting dieting behavior by using, modifying, and extending the theory of planned behavior. Journal of Applied Social Psychology, 34(10), 2099–2131. https://doi.org/10.1111/j.1559-1816.2004.tb02692.x

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.

Onkvisit, S., & Shaw, J. (1987). Self-Concept and Image Congruence: Some Research and Managerial Implications. Journal of Consumer Mar, 4(1), 13–23.

Osgood, C., & Tannenbaum, P. H. (1955). The Principle of Congruity in The Prediction of Attitude Change. Psychological Review, 62(1).

Oxford Dictionaries. (2013). Oxford Dictionaries Word of the Year 2013.

Pagani, M., Hofacker, C. F., & Goldsmith, R. e. (2011). The Influence of Personality on Active and Passive Use of Social Networking Sites. Psychology & Marketing, 28(5), 441–456. https://doi.org/10.1002/mar

Pancer, S. M., Brown, S. D., & Barr, C. W. (1999). Forming impressions of political leaders: A cross-national comparison. Political Psychology, 20(2), 345–368. https://doi.org/10.1111/0162-895X.00148

Park, J., C., & Ferrara, E. (2016). Style in the age of instagram: Predicting success within the fashion industry using social media. In Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Compu, 64–73.

Park, C. W., Maclnnis, D. J., Priester, J., Eisingerich, A. B., & Lacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Brand Attachment and Brand Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(November 2020), 1–17.

Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491.2017.1360826

Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115–143.

Peter, J. P., & Olson, J. C. (2010). Consumer Behavior and Marketing Strategy. McGraw Hill.

Peter, P. J., & Olson, J. C. (2012). Consumer Behavior Marketing.

Peterson, R. A., & Kerin, R. A. (1977). The Female Role in Advertisements: Some Experimental Evidence. Journal of Marketing, October, 59–63.

Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: The impact of brand familiarity and measurement timing. Psychology and Marketing, 13(1), 77–105. https://doi.org/10.1002/(SICI)1520-6793(199601)13:1<77::AID-MAR5>3.0.CO;2-M

Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155–167. https://doi.org/10.1016/j.chb.2016.03.084

Pounders, K., Kowalczyk, C. M., & Stowers, K. (2016). Insight into the motivation of selfie postings: impression management and self-esteem. European Journal of Marketing, 50(9–10), 1879–1892. https://doi.org/10.1108/EJM-07-2015-0502

Powell, H. (2013). Introduction: Promotion in an Era of Convergence. Taylor & Francis.

Presi, C., Maehle, N., & Kleppe, I. A. (2016). Brand selfies: consumer experiences and marketplace conversations. European Journal of Marketing, 50(9–10), 1814–1834. https://doi.org/10.1108/EJM-07-2015-0492

Qiu, L., Lu, J., Yang, S., Qu, W., & Zhu, T. (2015). What does your selfie say about you? Computers in Human Behavior, 52, 443–449. https://doi.org/10.1016/j.chb.2015.06.032

Quan-Haase, A., & Young, A. L. (2010). Uses and Gratifications of Social Media: A Comparison of Facebook and Instant Messaging. Bulletin of Science, Technology & Society, 30(5), 350–361. https://doi.org/10.1177/0270467610380009

Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. https://doi.org/10.1080/0267257X.2019.1708781

Rhee, J., & Johnson, K. K. P. (2012). Investigating relationships between adolescents’ liking for an apparel brand and brand self congruency. Young Consumers, 13(1), 74–85. https://doi.org/10.1108/17473611211203957

Richins, M. L. (1994). Valuing Things: The Public and Private Meanings of Possessions. Journal of Consumer Research, 21(3), 504. https://doi.org/10.1086/209414

Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9–10), 1789–1813. https://doi.org/10.1108/EJM-08-2015-0517

Rossmann, A., Ranjan, K. R., & Sugathan, P. (2016). Drivers of user engagement in eWoM communication. Journal of Services Marketing, 30(5), 541–553. https://doi.org/10.1108/JSM-01-2015-0013

Rossmann, A., & Sugathan, K. R. R. P. (2016). Drivers of user engagement in eWoM communication Introduction. Journal of Service Marketing, 35(1), 1–5.

Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29(3).

Sandhya, A. S. (2016). THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT Clarifying the Influence of Management Abstract : 4(12), 89–98.

Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323

Schroeder, J. E. (2004). Elusive Consumption. Oxford: Berg.

Scott B. MacKenzie, Richard J. Lutz, & George E. Belch. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness : A Test of Competing Explanations. Journal of Marketing Research, XXIll(May 1986), 130–143.

Senft, T. M. (2008). Camgirls: Celebrity and Community in the Age of Social Networks. In Lang (Issue 4). The University of California. https://doi.org/10.3983/twc.v3i0.120

Shan, Y., Chen, K. J., & Lin, J. S. (2019). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322

Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology and Marketing, 14(4), 361–378. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<361::AID-MAR4>3.0.CO;2-7

Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526. https://doi.org/10.1108/03090560410560218

Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: Some Research and Managerial Implications. Journal of Consumer Research, 9(December), 287–300. https://doi.org/10.1086/208924

Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206. https://doi.org/10.1016/0148-2963(85)90026-8

Smith, N. C., Read, D., & López-Rodríguez, S. (2012). Consumer Perceptions of Corporate Social Responsibility: The CSR Halo Effect. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1577000

Smith, S. M., & Petty, R. E. (1996). Message framing and persuasion. Society for Personality and Social Psychology, 22(3), 257–268. http://hjb.sagepub.com.proxy.lib.umich.edu/content/9/2/183.full.pdf+html

Spears, N., & Singh, S. N. (. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66.

Stefanone, M. A., Lackaff, D., & Rosen, D. (2010). The relationship between traditional mass media and “social media”: Reality television as a model for social network site behavior. Journal of Broadcasting and Electronic Media, 54(3), 508–525. https://doi.org/10.1080/08838151.2010.498851

Sundar, S. S. (2008). The MAIN model: A heuristic approach to understanding technology effects on credibility. Digital Media, Youth, and Credibility, 73–100. https://doi.org/10.1162/dmal.9780262562324.073

Sung, Y., Kim, E., & Choi, S. M. (2018). #Me and brands: understanding brand-selfie posters on social media. International Journal of Advertising, 37(1), 14–28. https://doi.org/10.1080/02650487.2017.1368859

Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product and Brand Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292

Thorndike, E. L. (1920). A constant error in psychological ratings. Journal of Applied Psychology, 4(1), 25–29. https://doi.org/10.1037/h0071663

Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), X–13. https://doi.org/10.1080/00913367.2000.10673613

Tran, G. A., & Strutton, D. (2014). Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers. Psychology & Marketing, 31(4), 461–469. https://doi.org/10.1002/mar.20695

Uzunboylu, N., Melanthiou, Y., & Papasolomou, I. (2020). Hello Brand, let’s take a selfie. Qualitative Market Research, 23(1), 109–121. https://doi.org/10.1108/QMR-12-2017-0183

Uzunoǧlu, E., & Misci Kip, S. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007

Walther, J. B., Heide, B. Van Der, Hamel, L. M., & Shulman, H. C. (2009). Self-generated versus other-generated statements and impressions in computer-mediated communication: A test of warranting theory using facebook. Communication Research, 36(2), 229–253. https://doi.org/10.1177/0093650208330251

Wang, J. C., & Chang, C. H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337–346. https://doi.org/10.1016/j.elerap.2013.03.003

Wernick, A. (1991). Promotional Culture: Advertising, Ideology and Symbolic Expression. Sage Publication. https://doi.org/10.2307/3341166

Wiles, J. A., & Cornwell, T. B. (1991). A review of methods utilized in measuring affect feelings and emotion in advertising. Current Issues and Research in Advertising, 13(1–2), 241–275. https://doi.org/10.1080/01633392.1991.10504968

Wiley, D. (2014). Why Brands Should Turn To Bloggers Instead Of Celebrity Spokespeople. https://marketingland.com/brands-turn-bloggers-instead-celebrity-spokespeople-75971

Xu (Rinka), X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: an application of self-congruence theory to the Chinese Generation Y. Journal of Travel and Tourism Marketing, 35(7), 958–972. https://doi.org/10.1080/10548408.2018.1468851

Zhang, J., Zheng, W., & Wang, S. (2020). The study of the effect of online review on purchase behavior. International Journal of Crowd Science, 4(1), 73–86. https://doi.org/10.1108/ijcs-10-2019-0027

Downloads

Published

2022-07-28 — Updated on 2022-09-26

Versions

How to Cite

Endang Hariningsih, & Haryanto, B. (2022). Conceptual Study of Selfie As a New Tool for Brand Marketing. International Journal of Marketing & Human Resource Research, 3(3), 140 - 168. https://doi.org/10.47747/ijmhrr.v3i3.756 (Original work published July 28, 2022)

Download Citation

Issue

Vol. 3 No. 3 (2022)

Section

Articles

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyrights

This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)