New Publication at Journal of Marketing Research: Brand Selfie Paper Among Top 3 Most Read Articles
1 February 2022, by Jochen Hartmann

Photo: JMR
“The Power of Brand Selfies” appeared in the December 2021 Issue of the Journal of Marketing Research. The paper now ranks among the top 3 most read articles in the past 6 months. The paper is part of DFG Project A.2 and co-authored by Jochen Hartmann (University of Groningen), Mark Heitmann (University of Hamburg), Christina Schamp (WU Vienna), and Oded Netzer (Columbia Business School).
Using state-of-the-art machine learning techniques for image and text mining, the authors explore a novel social media phenomenon, the brand selfie. Contrary to current marketing practice, their findings suggest that brand selfies outperform consumer selfies in terms of brand engagement. Instead of relying on count measures such as likes and comments, the authors encourage marketing scholars and practitioners to explore the content of user-generated comments instead, e.g., to infer expressed purchase intentions.
The open-access publication is available here.
The sentiment analysis model can be downloaded here.