Consumer roles and values in selfie experience: a case of Korean young consumers
Qualitative Market Research: An International Journal, pp. 00-00, 2018.
PurposeThe purpose of this study is to understand the values consumers pursue and roles consumers partake in selfie practice.Design/methodology/approachA qualitative research method was adopted. In-depth interviews were conducted with selfie enthusiasts. Data were analyzed with grounded theory approach.FindingsDiverse activities and refle...More
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