The Power of Brand Selfies in Consumer-Generated Brand Images

58 Pages Posted: 11 Apr 2019

See all articles by Jochen Hartmann

Jochen Hartmann

University of Hamburg

Mark Heitmann

University of Hamburg

Christina Schamp

University of Hamburg

Oded Netzer

Columbia Business School - Marketing

Date Written: March 14, 2019

Abstract

Smartphones have made sharing images of branded experiences on social media nearly effortless. Tracking and understanding how brands appear online is relevant to brands both as an indicator of social media brand interest, and to incentivize consumers to create and share certain brand images. This research investigates consumer-generated brand images. Aside from packshots (i.e., standalone product images), the authors identify two different types of brand-related selfie images: consumer selfies, i.e., images featuring both brand logos and consumers' faces, and brand selfies, i.e., invisible consumers holding a branded product. Classifying nearly half a million Twitter brand images across 185 different brands and 6,926 Instagram images prompted by a Starbucks campaign using deep convolutional neural networks and text mining tools to measure consumers' engagement with brands, the authors demonstrate that the three brand image types generate different engagement levels among receivers. Specifically, the authors find that an emerging phenomenon, which they term brand selfies, leads to high levels of brand engagement from consumers. A controlled lab experiment replicates these findings and provides indications on the psychological mechanism.

Keywords: User-Generated Content, Social Media, Deep Learning, Natural Language Processing

Suggested Citation

Hartmann, Jochen and Heitmann, Mark and Schamp, Christina and Netzer, Oded, The Power of Brand Selfies in Consumer-Generated Brand Images (March 14, 2019). Columbia Business School Research Paper Forthcoming. Available at SSRN: https://ssrn.com/abstract=3354415 or http://dx.doi.org/10.2139/ssrn.3354415

Jochen Hartmann (Contact Author)

University of Hamburg

MoorweidenstraƟe 18
Hamburg, 20148
Germany

Mark Heitmann

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Christina Schamp

University of Hamburg

MoorweidenstraƟe 18
Hamburg, 20148
Germany

Oded Netzer

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

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