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Study on the phenomenon of selfies in social networks and their implications for marketing

Author

Listed:
  • Karla Barajas-Portas

    (Universidad Anáhuac México)

  • Julieta Mercado González

    (Universidad Anáhuac México)

  • Esteban Salinas Mercado

    (Universidad Anáhuac México)

  • Pável Reyes Mercado

    (Universidad Anáhuac México)

Abstract

The present research analyzes the descriptions of representations that “selfies” have for young consumers. We provide in-depth explanations of selfies, how consumers perceive them and what they represent in their lives. Individuals generate and share these types of images on a daily basis, so it is necessary to understand their role in the lives of consumers. The present research is based on the analysis of metaphors, because they frame the ways in which individuals perceive and act in the world. On the data obtained from 32 young consumers and using Zaltman’s projective metaphor induction technique (ZMET), the feelings and deep emotions of the interviewees with respect to selfies are captured. The results highlight the importance of the metaphors regarding: 1) connection, 2) emotions, 3) special moments, and 4) technology. The main findings support the importance of this phenomenon on the implications of marketing management.

Suggested Citation

  • Karla Barajas-Portas & Julieta Mercado González & Esteban Salinas Mercado & Pável Reyes Mercado, 2017. "Study on the phenomenon of selfies in social networks and their implications for marketing," The Anahuac Journal, Business and Economics School. Anahuac University (Mexico)., vol. 17(2), pages 93-116, December.
    • Handle: RePEc:amj:journl:v:17:y:2017:i:2:p:93-116
    DOI: 10.36105/theanahuacjour.2017v17n2.03
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    More about this item

    Keywords

    selfie; brand; social media; marketing; emotions; personal branding.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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