Abstract

This case study analysis focuses on the use of selfies by both companies and consumers in relation to certain products. By using uses and gratifications theory, this case study analysis investigates four major companies and their products, as well as their implementation of user-generated selfies. Selfie-posting and other related interactions between consumers and companies suggest effective marketing of both consumers’ self-images, (i.e., consumers’ intentions of obtaining social capital by posting selfies) and companies’ products. Finally, this case study analysis also suggests a healthy and productive marketing result between consumers and products with the use of selfies.

Publication Date

1-21-2017

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Andrea Hickerson

Advisor/Committee Member

Jonathan Schroeder

Advisor/Committee Member

Shalini Khazanchi

Campus

RIT – Main Campus

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