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

Tina Gruber-Mücke, Christiane Rau

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

1 Citation (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.
Original languageEnglish
Title of host publicationSocial Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings
EditorsGabriele Meiselwitz
PublisherSpringer Verlag
Pages417-427
Number of pages11
ISBN (Print)9783319399096
DOIs
Publication statusPublished - 2016
Event8th International Conference, SCSM 2016, Held as Part of HCI International 2016 - Toronto, ON, Canada
Duration: 17 Jul 201622 Jul 2016
https://link.springer.com/book/10.1007/978-3-319-39910-2

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9742
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference8th International Conference, SCSM 2016, Held as Part of HCI International 2016
CountryCanada
CityToronto, ON
Period17.07.201622.07.2016
Internet address

Keywords

  • Social media
  • Selfie
  • Corporate branding

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