Abstrakt
DOI 10.24917/20837275.10.4.7
Niniejszy artykuł koncentruje się na fenomenie selfie, jego popularności, relacji z autopostrzegania, egoontogenezy, ale w szczególności jako możliwość orientacji grupy docelowej w odpowiednim kierunku planowanym w ramach komunikacji marketingowej. Celem badania było ustalenie, czy u młodych ludzi istnieje zależność pomiędzy czynnikami osobowości (konkretnie czynnikami H: społeczna śmiałość, N: zamkniętość, IM: budowanie dobrego obrazu) oraz wybranymi elementami i strukturą zawartą w fotografiach selfie, prezentowanych w serwisach społecznościowych. Wykorzystano analizę treści selfie i 16 PF kwestionariusz (Cattell i in. 1997a, b). Analiza statystyczna danych ukazała, że niektóre strukturalne elementy selfie (np. pozycja głowy, kompozycja) różnią się stopniem testowanych czynników osobowości respondentów, inne nie (np. rodzaj kontaktu wzrokowego, pozycja brody i inne). Jednocześnie implikacje będą zaproponowane dla sfery wykorzystania stwierdzeń do planowania i dokładnego ukierunkowania komunikacji marketingowej.
Selfie in digital media platforms - targeted marketing communication
Abstract
This paper focuses on the phenomenon of selfie, its popularity, relationships with selfperception and ego-ontogenesis but in particular it is an opportunity to focus on the target group within marketing communication. The goal was to find out if there are correlations between personal factors (namely factors H: Social Boldness, N: Privateness, IM: Impression Management) and some content elements and the structure of selfies published on social networks amongst the youth. We used analysis of the content of selfies and 16 PF questionnaire (Cattell et al. 1997a, b). Statistical analysis of the data showed, that some structural elements of selfie (e.g. head position and tilt, composition of the shot) differentiate between varying degrees of the tested factors of the personality of respondents, other structural elements of selfie (e.g. type of eye contact, position of chin, etc.) do not. At the same time the implications will be proposed for use of the statements for planning and accurate targeting of marketing communication.
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