From Packshots to Consumer Selfies: How Brand‐Image Types Influence Consumer Enjoyment of Brand Experiences in User‐Generated Image Campaigns

ABSTRACT In social media marketing, brands increasingly rely on user‐generated image (UGI) campaigns, yet limited research examines how different types of brand‐related images shape consumer enjoyment of the brand experience. Grounded in impression management theory, this study proposes that brand‐related image types, including packshots (product‐only), consumer selfies (consumer's face with the brand), and brand selfies (branded products held by an invisible consumer), influence consumer enjoyment through self‐presentational concern. We further theorize that platform tie strength moderates this process. Across two laboratory experiments, we test a moderated mediation model. Study 1 indicates that sharing consumer selfies significantly reduces enjoyment relative to packshots and brand selfies, and that this effect is driven by elevated self‐presentational concern. Study 2 replicates these findings and suggests a nuanced moderation pattern: on strong‐tie platforms, self‐presentational concern is elevated for packshots and brand selfies, whereas on weak‐tie platforms it is highest for consumer selfies, where the sharer's face is visible.