Title: Exploring the impact of brand selfie on brand attitude in the Twittersphere

Authors: Xia Liu; Jeffrey Foreman

Addresses: Rohrer College of Business, Marketing and Business Information Systems, Rowan University, 201 Mullica Hill Road, Glassboro, 08028, New Jersey, USA ' Department of Marketing, Walker College of Business, Appalachian State University, 4110 Peacock Hall, Boone, North Carolina 28608-2037, USA

Abstract: This paper explores the impact of brand selfie on brand attitude in the Twittersphere. Specifically, the authors examine how brand attitude is influenced by four characteristics of brand selfies: physical attractiveness, emotion, product experience and social influence. The authors used a mixed-methods approach. First, a qualitative study was conducted to identify selfie characteristics that can potentially affect brand attitude. Second, in a quantitative study, multiple regression analysis was performed to examine the empirical impacts of the four selfie characteristics identified in study one. The findings provide insights into the way brand selfies are used in advertising and promotion on social media.

Keywords: brand selfie; Twitter; brand attitude.

DOI: 10.1504/IJIMA.2019.103462

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.4, pp.321 - 337

Received: 08 May 2018
Accepted: 27 Oct 2018
Published online: 06 Nov 2019 *

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