Just For Fun? Constructing Self Through Selfies

This research examines the interrelationship between self-construction and the culture of Selfie. We show that through Selfies, consumers construct an ideal self, extended self, authentic self, and reaffirm sense of self. Selfies are a new form of self-identification and expression that reflects the growing democratization of self-construction in social media.


Eric Li, Sayantani Mukherjee, and Thuc-Doan Nguyen (2014) ,"Just For Fun? Constructing Self Through Selfies", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 796-796.


Eric Li, University of British Columbia - Okanagan Campus, Canada
Sayantani Mukherjee, Central Washington University, USA
Thuc-Doan Nguyen, California State University Long Beach, USA


NA - Advances in Consumer Research Volume 42 | 2014

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