When Too Much “I” 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.This Paper contradicts the conventional wisdom and shows how a selfie with a brand inhibits the establishment of a strong self-brand connection.Across three studies we show that selfies shift consumers’ attention away from the brand to themselves(i.e., exhibit greater self-focus).



Citation:

MEHAK BHARTI and Sharon Ng (2018) ,"When Too Much “I” Is Bad For “Us”: the Detrimental Effect of Selfie on Self -Brand Connection.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 485-486.

Authors

MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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