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

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

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...