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A window to the ideal self: A study of UK Twitter and Chinese Sina Weibo selfie-takers and the implications for marketers

Author

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  • Ma, Jenny Weichen
  • Yang, Yusheng
  • Wilson, Jonathan A.J.

Abstract

The “selfie” is a global social phenomenon - and little work has been done by marketers to understand the mindset of selfie-takers; not to mention the potential to develop selfies as vehicles for new immersive, contextual, and real-time marketing communication channels. Furthermore, marketing literature offers little insight regarding the interpretation of the style, artifacts, location, usage, participants' image, and cultural differences in these pictures. The present study tackles these areas – analyzing cross-cultural data from a total of 344 selfie photos from Twitter and Sina Weibo. Empirical evidence brings insight into the selfie phenomenon in general and drills down further to surface cultural differences between UK and Chinese consumers. Results show that selfie-takers attempt to present an ‘ideal self’; and secondly the criteria for judging this differ between UK and Chinese consumers - affected by their respective individualistic and collectivist cultures. Study findings confirm that smartphone camera technology usage is a global trend; and interestingly has encouraged a behavioral phenomenon of using selfies to actualize aspirations for perfection. However, the symbolic meanings and social capital derived from selfies are culturally nuanced.

Suggested Citation

  • Ma, Jenny Weichen & Yang, Yusheng & Wilson, Jonathan A.J., 2017. "A window to the ideal self: A study of UK Twitter and Chinese Sina Weibo selfie-takers and the implications for marketers," Journal of Business Research, Elsevier, vol. 74(C), pages 139-142.
    • Handle: RePEc:eee:jbrese:v:74:y:2017:i:c:p:139-142
    DOI: 10.1016/j.jbusres.2016.10.025
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    References listed on IDEAS

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    1. Rook, Dennis W, 1985. "The Ritual Dimension of Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 251-264, December.
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    3. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
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    Cited by:

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    2. Fastoso, Fernando & González-Jiménez, Héctor & Cometto, Teresa, 2021. "Mirror, mirror on my phone: Drivers and consequences of selfie editing," Journal of Business Research, Elsevier, vol. 133(C), pages 365-375.
    3. Chen, Long & Huang, Jiahui & Jing, Peng & Wang, Bichen & Yu, Xiaozhou & Zha, Ye & Jiang, Chengxi, 2023. "Changing or unchanging Chinese attitudes toward ride-hailing? A social media analytics perspective from 2018 to 2021," Transportation Research Part A: Policy and Practice, Elsevier, vol. 178(C).
    4. Zhao, Lu & Zhang, Mingli & Ming, Yaxin & Niu, Tao & Wang, Yu, 2023. "The effect of image richness on customer engagement: Evidence from Sina Weibo," Journal of Business Research, Elsevier, vol. 154(C).
    5. Lili Kang & Fei Peng, 2024. "Star power as quality signal or marketing effect? A path analysis on China's motion‐picture industry," International Journal of Finance & Economics, John Wiley & Sons, Ltd., vol. 29(3), pages 3639-3655, July.
    6. Dong, Xuefan & Lian, Ying, 2021. "A review of social media-based public opinion analyses: Challenges and recommendations," Technology in Society, Elsevier, vol. 67(C).
    7. Jiaqi Wang & Peng Zou & Bo Yu, 2024. "How online exposure to nature affects customer engagement: Evidence from Sina Weibo," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-17, December.
    8. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    9. Agnieszka Rzepka & Magdalena Maciaszczyk & Anna Maria Wisniewska & Maria Kocot, 2021. "E-Consumers and their Agile Qualities as Creators of Eco-Innovations: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2 - Part ), pages 23-38.
    10. repec:ers:journl:v:xxiv:y:2021:i:2b:p:23-38 is not listed on IDEAS
    11. Fei Peng & Lili Kang & Sajid Anwar & Xue Li, 2019. "Star power and box office revenues: evidence from China," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(2), pages 247-278, June.

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