Fifteenth International Conference on Interdisciplinary Social Sciences

Abstract

This study considers the rise of the selfie phenomenon on social media where people post their photos which are used by individuals to represent themselves online, especially in the most used platform, Facebook. As the phenomenon takes the millennial generation around the globe and particularly the Filipinos, questions arise on what makes individuals post selfies on social media frequently. To explore the rising phenomenon in the Philippine setting, this study investigates the different motivational factors namely gender differences, Filipino cultural traits, and self-esteem that may influence the frequent selfie-posting behavior of Filipino Millennials with the use of Theory of Planned Behavior. Results show motivational factors have significant relationships for predicting frequent selfie-posting behavior.