When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection

The growing popularity of selfie campaigns has taken the world by storm. Such campaigns have allowed marketers to tap into consumers’ social media following and led to a common perception among practitioners that getting consumers to take a selfie with their brands helps establish a consumer-brand r...

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Bibliographic Details
Main Author: Bharti, Mehak
Other Authors: Sharon Ng
Format: Thesis-Doctor of Philosophy
Language:English
Published: Nanyang Technological University 2020
Subjects:
Online Access:https://hdl.handle.net/10356/142791
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Institution: Nanyang Technological University
Language: English