The Selfie: Understanding Visualization of Stories in Consumer Photos

Abstract

Purpose This research’s objective is to reveal why and how consumer photos trigger electronic word-of-mouth (eWOM).Design/methodology/approach Integrating visual semiotics and experiments, this research empirically tests the influence of consumer photos on viewers’ likelihood to comment on the visualized narrative. The experiments involve photos varying in their narrative perspective (selfie versus elsie), portrayed action (no product, no action or action towards consumption), and photographic style (snapshot versus professional).Findings Photos displaying consumption are more likely to be commented on. When these photos are selfies, the effect is exacerbated. The experience of narrative transportation — a feeling of entering a world evoked by the narrative — underlies this effect. However, if a snapshot style is primed, the superior effect of selfies disappears because of greater frivolity of the visualized narrative.Practical implications Managers should be concerned about motivating consumers to take selfies portraying consumption to transport viewers and translate in eWOM. Innovative accessories, such as drones and sticks, may facilitate performing simultaneous acts of consumption and taking a selfie. Managers should also consider the predominant photographic style on social media sites and encourage consumers to take photos that are consistent with the style.Social implications Consumer photos portraying consumption may be used by governmental institutions to educate viewers on how to visualize narratives. To trigger frivolity of the visualized narrative and decrease eWOM, the snapshot style may be used for consumer photos portraying unhealthy behaviours.Originality/value This research is the first to link consumer photos and eWOM. By examining the selfie and snapshot style, this research extends the marketing literature on visual narrative which is mainly focused on company-rather than user-generated content.