Study on the phenomenon of selfies in social networks and their implications for marketing

Abstract

The present research analyzes the descriptions of representations that “selfies” have for young consumers.
We provide in-depth explanations of selfies, how consumers perceive them and what they represent in their lives.
Individuals generate and share these types of images on a daily basis, so it is necessary to understand their role in the lives of consumers. The present research is based on the analysis of metaphors, because they frame the ways in which individuals perceive and act in the world. On the data obtained from 32 young consumers and using Zaltman’s projective metaphor induction technique (ZMET), the feelings and deep emotions of the interviewees with respect to selfies are captured. The results highlight the importance of the metaphors regarding: 1) connection, 2) emotions, 3) special moments, and 4) technology. The main findings support the importance of this phenomenon on the implications of marketing management.