When too much “me” 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. 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...
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| Other Authors: | |
| Format: | Thesis-Doctor of Philosophy |
| Language: | English |
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Nanyang Technological University
2020
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| Online Access: | https://hdl.handle.net/10356/142791 |
| _version_ | 1811692798436442112 |
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| author | Bharti, Mehak |
| author2 | Sharon Ng |
| author_facet | Sharon Ng Bharti, Mehak |
| author_sort | Bharti, Mehak |
| collection | NTU |
| description | 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 relationship. Although such perception is intuitively appealing, it is unclear whether it has any firm basis in truth. Do selfie campaigns really lead to a stronger self-brand connection? Contradicting conventional wisdom, this research shows that selfie campaigns actually inhibit the establishment of self-brand connection, as the act of taking a selfie shifts consumers’ attention away from the brand to themselves (i.e., it leads to greater self-focus). This does not mean selfie campaigns are detrimental to the establishment of a self-brand connection across all situations. Our research shows that selfie campaigns may lead to positive self-brand connections for brands that are linked to the consumers’ identity a priori, and for “cool” brands. Across seven studies, this research highlights the nuances in using selfie campaigns to build self-brand connections. |
| first_indexed | 2024-10-01T06:41:31Z |
| format | Thesis-Doctor of Philosophy |
| id | ntu-10356/142791 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:41:31Z |
| publishDate | 2020 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1427912024-01-12T10:24:41Z When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection Bharti, Mehak Sharon Ng Nanyang Business School ANgSL@ntu.edu.sg Business::Marketing::Social 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 relationship. Although such perception is intuitively appealing, it is unclear whether it has any firm basis in truth. Do selfie campaigns really lead to a stronger self-brand connection? Contradicting conventional wisdom, this research shows that selfie campaigns actually inhibit the establishment of self-brand connection, as the act of taking a selfie shifts consumers’ attention away from the brand to themselves (i.e., it leads to greater self-focus). This does not mean selfie campaigns are detrimental to the establishment of a self-brand connection across all situations. Our research shows that selfie campaigns may lead to positive self-brand connections for brands that are linked to the consumers’ identity a priori, and for “cool” brands. Across seven studies, this research highlights the nuances in using selfie campaigns to build self-brand connections. Doctor of Philosophy 2020-06-30T09:03:53Z 2020-06-30T09:03:53Z 2020 Thesis-Doctor of Philosophy Bharti, M. (2020). When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection. Doctoral thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/142791 10.32657/10356/142791 en This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). application/pdf Nanyang Technological University |
| spellingShingle | Business::Marketing::Social Bharti, Mehak When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection |
| title | When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection |
| title_full | When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection |
| title_fullStr | When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection |
| title_full_unstemmed | When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection |
| title_short | When too much “me” is bad for “us” : the detrimental effect of selfie on self-brand connection |
| title_sort | when too much me is bad for us the detrimental effect of selfie on self brand connection |
| topic | Business::Marketing::Social |
| url | https://hdl.handle.net/10356/142791 |
| work_keys_str_mv | AT bhartimehak whentoomuchmeisbadforusthedetrimentaleffectofselfieonselfbrandconnection |