Young Consumers Market Themselves With Virtual Stickers in a Social Messaging Line Application

This paper attempts to understand how young consumers market themselves with virtual stickers in Line. The methodological approach to this research followed an interpretive phenomenology. To some extent, the results demonstrated that virtual stickers bounce the idea of creating new metaphors, liberating young consumers from gender beliefs to virtual imagination.



Citation:

Chih-Ping Chen (2018) ,"Young Consumers Market Themselves With Virtual Stickers in a Social Messaging Line Application", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 253-254.

Authors

Chih-Ping Chen, Yuan Ze University, Taiwan



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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