Although “selfie” has become a social phenomenon, little is discussed in marketing literature regarding what marketers can actually learn from consumers using selfies. This study has collected cross-cultural data of a total of 396 selfie photos from Twitter and Sina Weibo, in order to provide empirical evidence that leads to a better understanding on selfies. The results emphasise the cross-cultural differences on taking selfies and how selfie as another form of consumers presenting the “ideal self” may influence what information marketers can obtain from consumer selfies. The limitations due to data collection methods are noted and implications for marketers are also discussed.

• Jenny Weichen Ma(University of Greenwich, UK)
• Yusheng Yang(University of Worcester, UK)