Selfie campaigns as advertising tactic: Mental imagery as a driver of brand interest and participation

Published: 27 June 2022| Version 1 | DOI: 10.17632/rydxtbm7dr.1
Contributor:
Elisabeth Wolfsteiner

Description

Our research model investigates the following hypotheses: H 1. Mental imagery (quantity, modality, vividness, valence) evoked by selfie campaigns increases selfie-campaign participation. H 2. Selfie-campaign participation positively mediates the influence of mental imagery (quantity, modality, vividness, valence) evoked by selfie campaigns on brand attitude. H 3. Mental imagery (quantity, modality, vividness, valence) evoked by selfie campaigns increases brand interest. H 4. Brand interest positively mediates the influence of mental imagery (quantity, modality, vividness, valence) evoked by selfie campaigns on brand attitude. H 5. Brand interest increases selfie-campaign participation. Study 2 employed a descriptive field study with the Haarmania campaign as a real selfie campaign as a stimulus for data collection. There were 37 hairdressers who fully completed the questionnaire. Study 3 replicated our research framework for a different selfie campaign (i.e. a different product category), and a broader target group, by creating a fictitious selfie campaign for HelloFresh and through data collected in an online consumer survey. All hypotheses were tested with a serial mediation anaysis. The four mental imagery dimensions of quantity, modality, vividness, and valence served as the independent variable. Brand interest was the first mediator, selfie-campaign participation was the second mediator (Study 2 used a dummy coded as 0 = no participation and 1 = participation), brand attitude was the dependent variable.

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Categories

Consumer Behavior, User-Generated Content

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