Selfies - Narcissistic or Industry driven

Have noticed a lot of the girls who are on the fringe of WCT/WQS are now posting a lot of selfies on sites like Stab Mag etc - think Ellie-Jean Coffee, her sister, Alana, Anastasia Ashley and to a lesser extent Coco Ho, Kelia Moniz, Sage Erikkson etc. The selfies are typically of them not doing much as all - lying on the beach somewhere, walking around in a foreign city, blowing kisses to the camera. The responses always seem to be the same - oh you look so beautiful, I wish I was you, you have the best life etc etc.

A lot of these girls are sponsored by Billabong, Quiksilver etc. Do people think these selfies are part of their sponsorship deal (ie to promote new bikini's or whatever) or is it to feed the narcissism?