Implications of the selfie for marketing management practice in the era of celebrity

Hackley, C. and Hackley, Amy Rungpaka and Bassiouni, D. (2017) Implications of the selfie for marketing management practice in the era of celebrity. Marketing Intelligence and Planning 36 (1), pp. 49-62. ISSN 0263-4503.

Abstract

Purpose: The purpose of this paper is to explore the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element of the marketing management task for the media convergence era. Design/methodology/approach: The paper uses the selfie, the picture of oneself taken by oneself, as a metaphor to develop a conceptual exploration of the nature of marketing in the light of the dominance of celebrity and entertainment in contemporary media and entertainment. Findings: The paper suggests that marketing management in the era of convergence should facilitate consumers’ identity projects through participatory and engaging social media initiatives. Marketers must furnish and facilitate not only the props for consumers mediated identity performances, but also the scripts, sets and scenes, plot devices, cinematographic and other visual techniques, costumes, looks, movements, characterizations and narratives. Research limitations/implications: This is a conceptual paper that sketches out the beginning of a re-framed, communication-focussed vision of marketing management in the era of media convergence. Practical implications: Marketing managers can benefit from thinking about consumer marketing as the stage management of consumer visual, physical, virtual, sensory and psychic environments that enable consumers to actively participate in celebrity culture. Originality/value: This paper suggests ways in which marketing practice can emerge from its pre-digital frame to embrace the new digital cultures of consumption.

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