“…With the development of smart technologies that are increasingly embedded in consumer's daily lives, branded objects – or, more appropriately, systems of branded smart objects – amplify their potential to extend and, interestingly, constrain the self (Hoffman, Novak, Fischer, & Kozinets, ). Widespread digitalization of products and their easy dissemination through social media fundamentally change how people construct and reveal their sense of self online (Belk, ) and offline (Scott, Cayla, & Cova, ).…”