Association of Marketing Theory and Practice Proceedings 2020


I Will Like Your Product but not Your Face: An Introduction to Selfies in Online Reviews

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



Current technology has led to an explosion in the frequency and quantity of selfies being taken and distributed. Many of these images are used to enrich the content of conversations via text messaging or through a myriad of social media platforms. In addition, products and brands are often included in selfies at interaction points critical to consumer product evaluation. Online reviews remain an important tool for consumers and selfies are becoming a growing part of their content. This exploratory research seeks to introduce the influence selfies have as a part of online review content. More specifically, does the inclusion of selfies make online reviews more valuable to consumers? If so, what types of selfies are most effective?

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