The act of taking a selfie has become a ubiquitous social phenomenon and the selfie drone is a new technology that offers the possibility to take a new form of selfie, from above. Given how recent the selfie drone is in the market, the aim of the research was to determine consumers’ perspectives on the new technology in order to assess its potential for adoption and determine how marketers can use this information in their branding efforts.
The first step of the research consisted in understanding the significance of selfie-taking practices, particularly in the lives of millennials. This group was chosen to be the main focus of the research as they were identified as the most involved in selfie-taking practices and exhibited behaviour closely related to the activity including their extensive use of smartphones and social media.
A qualitative research approach was applied through a focus group, in-depth interviews as well as netnography to explore consumers’ motives and obstacles towards the adoption of selfie drones, presented here as a new technology. The findings revealed that millennial consumers appeared to be particularly engaged in selfie-taking activities, which they regarded overall as a positive tool in terms of communication and personal self-enhancement. Furthermore, consumers expressed both positive and negative perceptions towards selfie drones with regards to the products’ usage situations and features.
After having analysed the current communication efforts of specific selfie drone companies, the findings were then used to establish marketing insights for the selfie drone industry to implement possible branding strategies. This was done in order to show how to effectively leverage the market potential for selfie drones. These included strategies specific to increasing brand awareness for a high involvement new technology type product in the early stages of its product life cycle and diffusion, such as influencer marketing and word of mouth marketing.
|Uddannelser||Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling|