“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

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

3 Citations (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 language	English
Title of host publication	Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings
Editors	Gabriele Meiselwitz
Publisher	Springer
Pages	417-427
Number of pages	11
ISBN (Print)	9783319399096
DOIs	https://doi.org/10.1007/978-3-319-39910-2_39
Publication status	Published - 2016
Event	8th International Conference, SCSM 2016, Held as Part of HCI International 2016 - Toronto, ON, Canada Duration: 17 Jul 2016 → 22 Jul 2016 https://link.springer.com/book/10.1007/978-3-319-39910-2

Publication series

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

Conference

Conference	8th International Conference, SCSM 2016, Held as Part of HCI International 2016
Country/Territory	Canada
City	Toronto, ON
Period	17.07.2016 → 22.07.2016
Internet address	https://link.springer.com/book/10.1007/978-3-319-39910-2

Keywords

Social media
Selfie
Corporate branding

Access to Document

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

Cite this

Gruber-Mücke, T., & Rau, C. (2016). “Fake It or Make It” – Selfies in Corporate Social Media Campaigns. In G. Meiselwitz (Ed.), Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings (pp. 417-427). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 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. editor / Gabriele Meiselwitz. Springer, 2016. pp. 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 (ed.), 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), vol. 9742, Springer, pp. 417-427, 8th International Conference, SCSM 2016, Held as Part of HCI International 2016, Toronto, ON, Canada, 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. ed. / Gabriele Meiselwitz. Springer, 2016. p. 417-427 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 9742).

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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Gruber-Mücke T, Rau C. “Fake It or Make It” – Selfies in Corporate Social Media Campaigns. In Meiselwitz G, editor, Social Computing and Social Media - 8th International Conference, SCSM 2016 and Held as Part of HCI International 2016, Proceedings. Springer. 2016. p. 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

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Keywords

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