Abstract
PurposeThis paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace.Design/methodology/approachThis paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research.FindingsCurrent insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives.Research limitations/implicationsDespite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community.Practical implicationsThe selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals.Originality/valueThis paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.
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