Brand Selfies, Loyalty, and Interaction: Its Relationship with Consumer Social Presence

Abstract

This study analyzed the relationship between consumer social presence, brand selfies, consumer loyalty, and interaction among consumers aged 18–24 at a Public Higher Education Institution (PHEI). With the rise of social media, brand selfies or consumer-generated images featuring brands have become a significant tool for fostering consumer loyalty and interaction. Guided by Social Presence Theory and Self-Preference Theory, this research examines how perceived social closeness influences consumer behavior, particularly sharing brand-related content, such as brand selfies. A quantitative cross-sectional survey design was employed, with data collected from 366 respondents via structured questionnaires. Results revealed a high degree of social presence in brand selfies, characterized by stronger emotional connections, a sense of group belonging, and greater consumer trust. Furthermore, social presence significantly correlated with increased consumer loyalty and active consumer interaction. However, consumer profiles such as age, gender, year level, frequency of social media use, and frequent selfie posting showed no significant differences in levels of social presence. The findings highlight the strategic importance of leveraging social presence in brand marketing to build loyalty and engagement. Insights from this study offer valuable implications for marketers, academics, and businesses seeking to enhance brand-consumer relationships in the digital age. Recommendations for further research include exploring cultural variations and integrating emerging digital trends to broaden the understanding of social presence dynamics.