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Keywords: Brand selfies
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2026) 21 (5): 96–116.
Published: 27 February 2026
... different types of brand posts affect advertising outcomes. Design/methodology/approach A multi-method approach was employed in two empirical studies. Study 1 surveyed 208 GenZ users to test the psychological mechanisms (e.g. narcissism and brand selfies) driving self-brand connection. Study 2...
Includes: Supplementary data
