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.
Library of Congress Subject Headings
Interactive marketing; Self-portraits
Communication and Media Technologies (MS)
Department, Program, or Center
School of Communication (CLA)
Yang, Qinjin, "Selfie Usage in Marketing Between Companies and Consumers" (2017). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus