A proposed framework of market-oriented ethnography (MOE) approach to study co-creation of content through product storytelling
Amrita Bansal, George S. Spais, and Varsha Jain
| Year of publication: |
2023
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| Authors: | Bansal, Amrita ; Spais, George S. ; Jain, Varsha |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 1, p. 1-26
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| Subject: | brand communication | content co-creation | market-oriented ethnography | product storytelling | Narrative Methode | Narrative method | Kundenintegration | Customer integration | Markenführung | Brand management | Ethnologie | Ethnology | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2022.2108191 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10013483010