Exploring the Influence of Selfie Phenomenon on Brand Personality

Abstract

Purpose–This study explores whether selfie campaigns extends brand personality among young consumers aged between 18 years to 29 years. This study tries to answer the question whether selfie campaigns are viewed as part of integrated marketing communication and whether they enhance brand personality. These answers will help the organizations to develop effective selfie campaigns.

Design/methodology/approach–This study is exploratory in nature. Experts were used to select two selfie campaigns each representing Aaker's five brand personality dimensions. Using these campaigns primary study was conducted using a structure questionnaire. A total of 158 respondents who were familiar with the shortlisted brands completed the survey.

Findings–Young consumers consider selfie campaigns part of brand engagement. The respondents felt that majority of the selfie campaigns were anchoring on activity dimension of the brand personality irrespective of long term personality dimension of the brand. Whether this dimension of brand personality will translate in influencing decision making is not clear.

Originality/value–To the best of our knowledge this is one of the few studies which attempts to investigate the influence of selfie campaigns from marketing communication perspective. Majority of the extant literature deals with self-portrayal of selfie by the individuals.