Brands At the Point of No Return: Understanding #Dressforyourselfie Culture As Post-Postmodern Branding Paradigm

This research examines #DRESSFORYOURSELFIE contest as a case study that the brand uses selfie-related activities responding to the post-postmodern branding paradigm. Three emerging themes: consumers as citizen-consumers, selfie as post self into being and Instagram as a play place, explain why the selfie culture provides an avenue for brands to reconnect with consumers.



Citation:

Vimviriya Limkangvanmongkol (2015) ,"Brands At the Point of No Return: Understanding #Dressforyourselfie Culture As Post-Postmodern Branding Paradigm", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 51-56.

Authors

Vimviriya Limkangvanmongkol, University of Illinois at Chicago, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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