“Fake It or Make It” – Selfies in Corporate Social Media Campaigns

Tina Gruber-Mücke; Christiane Rau

doi:10.1007/978-3-319-39910-2_39

“Fake It or Make It” – Selfies in Corporate Social Media Campaigns

Tina Gruber-Mücke
, Christiane Rau

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

3 Zitate (Scopus)

Abstract

The usage of selfies has become increasingly popular as a central element in social media campaigns. This study interviewed 9 professionals from marketing agencies to explore the role of selfies in corporate social media campaigns. We identified three distinct types of selfies, i.e. “classic selfies”, “polished selfies”, and “faked selfies”. We found that professionals strive for perceived authenticity of user communication (which is best conveyed by “classic selfies”), while they want to maintain control over the campaigns (e.g. to ensure the aesthetic value and the ad authenticity) leading to the use of “polished selfies” or “faked selfies”. As a result of this tension, we identified three distinct approaches agencies and their clients adopt balancing this tension. Our research offers insights how to design and manage selfie campaigns.

Originalsprache	Englisch
Titel	Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings
Redakteure/-innen	Gabriele Meiselwitz
Herausgeber (Verlag)	Springer
Seiten	417-427
Seitenumfang	11
ISBN (Print)	9783319399096
DOIs	https://doi.org/10.1007/978-3-319-39910-2_39
Publikationsstatus	Veröffentlicht - 2016
Veranstaltung	8th International Conference, SCSM 2016, Held as Part of HCI International 2016 - Toronto, ON, Kanada Dauer: 17 Juli 2016 → 22 Juli 2016 https://link.springer.com/book/10.1007/978-3-319-39910-2

Publikationsreihe

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Band	9742
ISSN (Print)	0302-9743
ISSN (elektronisch)	1611-3349

Konferenz

Konferenz	8th International Conference, SCSM 2016, Held as Part of HCI International 2016
Land/Gebiet	Kanada
Ort	Toronto, ON
Zeitraum	17.07.2016 → 22.07.2016
Internetadresse	https://link.springer.com/book/10.1007/978-3-319-39910-2

Schlagwörter

Social media
Selfie
Corporate branding

Zugriff auf Dokument

10.1007/978-3-319-39910-2_39

Andere Dateien und Links

Link zur Publikation in Scopus

Zitieren

Gruber-Mücke, T., & Rau, C. (2016). “Fake It or Make It” – Selfies in Corporate Social Media Campaigns. in G. Meiselwitz (Hrsg.), Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings (S. 417-427). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Band 9742). Springer. https://doi.org/10.1007/978-3-319-39910-2_39

Gruber-Mücke, Tina ; Rau, Christiane. / “Fake It or Make It” – Selfies in Corporate Social Media Campaigns. Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings. Hrsg. / Gabriele Meiselwitz. Springer, 2016. S. 417-427 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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abstract = "The usage of selfies has become increasingly popular as a central element in social media campaigns. This study interviewed 9 professionals from marketing agencies to explore the role of selfies in corporate social media campaigns. We identified three distinct types of selfies, i.e. “classic selfies”, “polished selfies”, and “faked selfies”. We found that professionals strive for perceived authenticity of user communication (which is best conveyed by “classic selfies”), while they want to maintain control over the campaigns (e.g. to ensure the aesthetic value and the ad authenticity) leading to the use of “polished selfies” or “faked selfies”. As a result of this tension, we identified three distinct approaches agencies and their clients adopt balancing this tension. Our research offers insights how to design and manage selfie campaigns.",

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Gruber-Mücke, T & Rau, C 2016, “Fake It or Make It” – Selfies in Corporate Social Media Campaigns. in G Meiselwitz (Hrsg.), Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), Bd. 9742, Springer, S. 417-427, 8th International Conference, SCSM 2016, Held as Part of HCI International 2016, Toronto, ON, Kanada, 17.07.2016. https://doi.org/10.1007/978-3-319-39910-2_39

“Fake It or Make It” – Selfies in Corporate Social Media Campaigns. / Gruber-Mücke, Tina; Rau, Christiane.
Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings. Hrsg. / Gabriele Meiselwitz. Springer, 2016. S. 417-427 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Band 9742).

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

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AB - The usage of selfies has become increasingly popular as a central element in social media campaigns. This study interviewed 9 professionals from marketing agencies to explore the role of selfies in corporate social media campaigns. We identified three distinct types of selfies, i.e. “classic selfies”, “polished selfies”, and “faked selfies”. We found that professionals strive for perceived authenticity of user communication (which is best conveyed by “classic selfies”), while they want to maintain control over the campaigns (e.g. to ensure the aesthetic value and the ad authenticity) leading to the use of “polished selfies” or “faked selfies”. As a result of this tension, we identified three distinct approaches agencies and their clients adopt balancing this tension. Our research offers insights how to design and manage selfie campaigns.

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Gruber-Mücke T, Rau C. “Fake It or Make It” – Selfies in Corporate Social Media Campaigns. in Meiselwitz G, Hrsg., Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings. Springer. 2016. S. 417-427. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-319-39910-2_39

“Fake It or Make It” – Selfies in Corporate Social Media Campaigns

Abstract

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