The IUP Journal of Management Research
The Determinants of Selfie-Clicking Behavior

Article Details
Pub. Date : Jan, 2019
Product Name : The IUP Journal of Management Research
Product Type : Article
Product Code : IJMR51901
Author Name : Isha Jajodia, Kokil Jain and Shalini Gautam
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 15

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Abstract

'Selfie', is the most prevalent, fun-filled and easiest way of clicking photographs of oneself. The aim of the present paper is to identify the antecedents defining selfie-clicking compulsive behavior and posting the selfie on social media among the millennials. The study is empirical in nature with a total of 204 usable responses collected through online survey and analyzed using SPSS version 21. The findings reveal a significant relationship between smartphone addiction, physical attractiveness and self-esteem and selfie-clicking compulsive behavior, while social influence is found to have no significant impact. The study contributes to the extant literature by providing an understanding of the selfie-clicking phenomenon specific to young Indian consumers. It also lends valuable implications for marketers and advertisers to design effective strategies to engage consumers on social media.


Description

Images or photographs featuring oneself is called selfie. The featuring individual in a selfie is the focal subject. Clicking selfies and posting them on various social media portals like Instagram, Facebook, Twitter, etc. have become an euphoria. On October 11, 2017, Facebook announced its upcoming feature of posting 'Animated Selfies', which will enable its users to create short animated selfies commencing from single photo. The current Prime Minister of India, Narendra Modi, spearheaded his election campaign in May, 2014, using his selfies and paving way for a viral marketing strategy for the upcoming elections. Both these incidences indicate the increasing trend and popularity of clicking selfies.


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