Open AccessSelfie w medialnych digitalnych platformach - ukierunkowanie komunikacji marketingowej
Author(s) -
Katarína Fichnová,
Łukasz Wojciechowski
Publication year - 2018
Publication title -
annales universitatis paedagogicae cracoviensis. studia de cultura
Language(s) - English
Resource type - Journals
eISSN - 2391-4432
pISSN - 2083-7275
DOI - 10.24917/20837275.10.4.7
Subject(s) - selfie , popularity , social media , psychology , impression management , personality , social psychology , advertising , computer science , world wide web , business
Selfie in digital media platforms – targeted marketing communicationAbstractThis paper focuses on the phenomenon of selfie, its popularity, relationships with selfperception and ego-ontogenesis but in particular it is an opportunity to focus on the target group within marketing communication. The goal was to find out if there are correlations between personal factors (namely factors H: Social Boldness, N: Privateness, IM: Impression Management) and some content elements and the structure of selfies published on social networks amongst the youth. We used analysis of the content of selfies and 16 PF questionnaire (Cattell et al. 1997a, b). Statistical analysis of the data showed, that some structural elements of selfie (e.g. head position and tilt, composition of the shot) differentiate between varying degrees of the tested factors of the personality of respondents, other structural elements of selfie (e.g. type of eye contact, position of chin, etc.) do not. At the same time the implications will be proposed for use of the statements for planning and accurate targeting of marketing communication.