The selfie phenomenon – consumer identities in the social media marketplace
这篇论文介绍了关于自拍现象的特刊，探讨了自拍对营销实践和学术研究的意义，指出自拍虽看似琐碎，却对品牌、消费者行为和市场研究等领域有重要价值。
Purpose The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship. Design/methodology/approach The significance of the topic is reviewed and themes related to the selfie phenomenon and marketplace issues are discussed in connection with extant research. The contributions of each paper are briefly highlighted and discussed. Findings Although the selfie is a relatively new phenomenon, both marketing practice and scholarship have noticed its prominence in consumer lives and potential for generating marketplace insights. Despite its frequently presumed triviality, the selfie is a multifaceted phenomenon of significance to key marketing areas such as branding, consumer behavior or market research. Possible avenues for future research are outlined. Originality/value Key issues relating to research into the selfie phenomenon for marketing scholars are illuminated.