Use of selfie in brand management

Together with the globalization of the world economy, the brands choose differentiating themselves from their opponents in order to maintain their place in this competitive environment. Creating strong and authentic brands, the companies differ from their opponents. Nowadays, the differentiation is a subject that is very important for both clients and brands. Thanks to today's technology, the brands use Internet and social media (i.e., digital marketing) in order to raise awareness. Because of the Internet that has become a necessity of today's necessities, the brands utilize the digital marketing for both strengthening their places and raising awareness in the market. The aim in the present study is to examine the awareness level of the consumers' technology brand posts sent by using selfie. For this purpose, the differences between the consumers regarding the level of perceiving technology brand posts and the level of awareness were separately examined by grouping them based on the demographic characteristics and the level of social media use. This study according to their use of media ,the brand shares they make through selfie perceiving and creating brand shares it aims to examine the relationship between awareness level. In this study, also the awareness levels of the consumers regarding the technology brand posts were analyzed based on the level of perceiving the technology brand posts sent via selfie. The null hypothesis of the study is that the consumers' level of awareness and perception of technology brand posts sent via selfie might differ by their demographic characteristics and social media usage levels. The questionnaire of the study was conducted on the social media. The data obtained from the questionnaire were analyzed using independent sample t-test, ANOVA, and regression analyses. At the end of analyses, H1a, H1b, H1c, H2d, H3a1, H3a2, H3a2, H3a3, H3a4, H3a5, H3b1, H3b2, H3b3, H3b4, H3b5, H3d1, H3d2, H3d3, H3d4, H4d1, H4d2, H4d3, H4d4, and H4d5 hypotheses developed within the scope of model were accepted, and the resting hypotheses were rejected.