Abstract:

Researchers are increasingly collecting user-generated content as part of the research process. This presentation highlights the problems encountered when using selfie photographs (selfies) to measure in-the-moment responses towards brands, focusing on a case study related to the Join the Dots Happiness Framework. It compares happiness measured by selfies versus traditional question techniques. Our research shows that the happiness selfies portray does not appear to correlate with the opinions about the brands featured in them, concluding that researchers should be very careful about using selfies to enhance insight. More broadly, as smiling in selfies appears unrelated with true feelings towards the brand, there is a potential issue for the legitimacy of brands to highlight such selfies in their promotional materials.