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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| Format: | Thesis-Doctor of Philosophy |
| Language: | English |
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Nanyang Technological University
2020
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| Online Access: | https://hdl.handle.net/10356/142791 |
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| Institution: | Nanyang Technological University |
| Language: | English |