Short answer
Incorporate features or campaigns that encourage users to visually associate themselves with the brand in a way that fulfills their personal needs for recognition, social connection, or self-expression.
- Field
- Innovation & Markets
- Source
- BIROn (Birkbeck, University of London) (2021)
- Method
- Mixed-methods research, including content analysis, semi-structured interviews, and online surveys with Structural Equation Modelling (SEM).
- Sample
- 2,531 participants (2,000 for content analysis, 20 for interviews, 511 for survey)
- Evidence
- Strong effect
Consumers are motivated to post 'brand selfies' for personal gratification, which in turn influences their engagement and communication about brands. This innovation & markets research insight is drawn from a 2021 study published in BIROn (Birkbeck, University of London). Using Mixed-methods research, including content analysis, semi-structured interviews, and online surveys with structural equation modelling (sem). with 2,531 participants (2,000 for content analysis, 20 for interviews, 511 for survey), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Incorporate features or campaigns that encourage users to visually associate themselves with the brand in a way that fulfills their personal needs for recognition, social connection, or self-expression.
Brand Selfies Drive Consumer Engagement and Word-of-Mouth
Consumers are motivated to post 'brand selfies' for personal gratification, which in turn influences their engagement and communication about brands.
BIROn (Birkbeck, University of London) · 2021
Key Findings
- 01Consumers post brand selfies for reasons such as seeking attention, status, social interaction, and archiving personal experiences.
- 02Actual and ideal self-congruence with the brand also drives selfie posting.
- 03Posting intent for brand selfies positively influences both solicited and unsolicited word-of-mouth.
- 04Brand attachment and narcissism can moderate the relationship between selfie posting motivations and intent.
Application
Design takeaway
Incorporate features or campaigns that encourage users to visually associate themselves with the brand in a way that fulfills their personal needs for recognition, social connection, or self-expression.
How to apply
Develop social media campaigns that encourage users to share photos of themselves interacting with products or services, using branded hashtags that align with themes of personal achievement, social connection, or lifestyle.
Project actions
- 01Consider how your design can encourage users to share their experiences visually.
- 02Think about the psychological benefits users might gain from interacting with your product or service and sharing it online.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Combines multiple research methods for a comprehensive understanding.
- +Tests a theoretical model using robust statistical analysis (SEM).
Limitations
The specific motivations might vary across different age groups, cultures, and types of brands.
Reliability & validity
The use of SEM in Study 3 provides a robust method for assessing the relationships between variables, contributing to the model's validity. The triangulation of methods (content analysis, interviews, survey) enhances the overall reliability and validity of the findings.
Think critically
To what extent can brands ethically leverage these psychological drivers for marketing purposes without exploiting consumer vulnerabilities?
Design Principles
"Facilitate user-generated content that taps into intrinsic psychological motivators for social sharing and brand association."
Understanding the psychological drivers behind user-generated content like brand selfies is crucial for developing effective marketing and engagement strategies. This insight helps designers and marketers tap into consumer motivations to foster brand advocacy and enhance brand perception.
What This Means for Your Design
People like taking pictures of themselves with brands they like because it makes them feel good, get attention, or connect with friends. When they do this, they are more likely to tell others about the brand.
How to use in your project
- 1.Use this research to justify design choices that aim to increase user engagement through social sharing.
- 2.Reference the motivations identified (e.g., attention-seeking, status-seeking) when explaining user behaviour in your design process.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that consumers are motivated to share 'brand selfies' through various psychological drivers, including attention-seeking, status-seeking, social interaction, and self-congruence. These motivations directly influence their intent to post, which in turn positively impacts both solicited and unsolicited word-of-mouth. Therefore, design strategies should aim to facilitate and encourage user-generated content that aligns with these intrinsic consumer needs to foster brand advocacy and engagement.
Source
BIROn (Birkbeck, University of London)
Me and my brands: drivers and outcomes of 'brand selfies'
journal · 2021
View sourceQuestions About This Research
- What does the research say about brand selfies drive consumer engagement and word-of-mouth?
- Incorporate features or campaigns that encourage users to visually associate themselves with the brand in a way that fulfills their personal needs for recognition, social connection, or self-expression. Evidence: BIROn (Birkbeck, University of London) (2021).
- Why does "Brand Selfies Drive Consumer Engagement and Word-of-Mouth" matter for design?
- Understanding the psychological drivers behind user-generated content like brand selfies is crucial for developing effective marketing and engagement strategies. This insight helps designers and marketers tap into consumer motivations to foster brand advocacy and enhance brand perception.
- How can designers apply this research?
- Incorporate features or campaigns that encourage users to visually associate themselves with the brand in a way that fulfills their personal needs for recognition, social connection, or self-expression.
- What were the main findings?
- Consumers post brand selfies for reasons such as seeking attention, status, social interaction, and archiving personal experiences.. Actual and ideal self-congruence with the brand also drives selfie posting.. Posting intent for brand selfies positively influences both solicited and unsolicited word-of-mouth.. Brand attachment and narcissism can moderate the relationship between selfie posting motivations and intent.
- What research method was used?
- Mixed-methods research, including content analysis, semi-structured interviews, and online surveys with Structural Equation Modelling (SEM). with 2,531 participants (2,000 for content analysis, 20 for interviews, 511 for survey).
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2021 journal from BIROn (Birkbeck, University of London).
- What should I do differently in my next project?
- Develop social media campaigns that encourage users to share photos of themselves interacting with products or services, using branded hashtags that align with themes of personal achievement, social connection, or lifestyle.
- What are the limitations?
- The study's findings might be influenced by the specific social media platforms studied and the demographic characteristics of the online panel participants.