This study the role of branded selfies in expressing identity and branding at the same time in the main focus on brands like Moët & Chandon, Dom Pérignon and Veuve Clicquot.  Analyzing 6,820 selfies taken by consumers on Instagram over a six-week period in 2014, the study authors compared them with images controlled by brands.  Analyzing 6,820 selfies taken by consumers on Instagram over a six-week period in 2014, the study authors compared them with images controlled by brands.

Key findings show a strong juxtaposition of brand-controlled versus consumer-generated content. Brand posts predominantly depict inanimate objects, such as bottles and labels, communicating luxury and tradition, while consumer selfies are all about human presence: 95% of the selfies show people, and 53% of the selfies display faces. Consumers also tag multiple brands, decreasing the brand's visibility. This trend suggests a movement from traditional brand storytelling to co-created brand narratives, where active consumers play a significant role in shaping brand identity.

The study shows that brands should focus on brand co-creation and realize how consumer-made content changes the meaning of a brand by reducing corporate control. The selfie culture, which is driven by the attention economy, empowers people to create their own personal brands and represent themselves. It helps people share who they are, challenge social norms, and connect with others from different cultures. This change marks the fact that, within today's digital environment, consumers-not companies-are becoming the dominant creators of brand meaning.

Brand, business, consumer

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