Structured Abstract Category: Conceptual paper Purpose This conceptual paper explores the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element of the marketing management task for the media convergence era. ApproachThe paper uses the selfie, the picture of oneself taken by oneself, as a metaphor to develop a conceptual exploration of the nature of marketing in the light of the dominance of celebrity and entertainment in contemporary media and entertainment. FindingsThe paper suggests that marketing management in the era of convergence should facilitate consumers’ identity projects through participatory initiatives. Marketers must furnish and facilitate not only the props for consumers mediated identity performances, but also the scripts, sets and scenes, plot devices, cinematographic and other visual techniques, costumes, looks, movements, characterizations and narratives. Research limitations/implicationsThis is a conceptual paper that sketches out the beginning of a re-framed, communication-focused vision of marketing management in the era of media convergence.Practical implicationsMarketing managers can benefit from thinking about consumer marketing as the stage management of consumer visual, physical, virtual, sensory and psychic environments that enable consumers to actively participate in celebrity culture. Originality/value This paper suggests ways in which marketing practice can emerge from its pre-digital frame to embrace the new digital cultures of consumption. Keywords: Selfie; Identity; Convergence; Marketing
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