The Power of Brand Selfies in Consumer-Generated Brand Images

Using deep convolutional neural networks, this research classifies the landscape of consumer-generated brand images on Twitter and Instagram into packshots, consumer selfies and brand selfies. These types of images asymmetrically influence different metrics of consumer engagement (preferences, comments, purchase intention) as they evoke different levels of self-referential thoughts in observers.


Jochen Hartmann, Mark Heitmann, Christina Schamp, and Oded Netzer (2020) ,"The Power of Brand Selfies in Consumer-Generated Brand Images", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 831-835.


Jochen Hartmann, University of Hamburg
Mark Heitmann, University of Hamburg
Christina Schamp, University of Mannheim, Germany
Oded Netzer, Columbia University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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