How does "storytelling" influence consumer trust in we media advertorials? : an investigation in China
Ji Li, Shaoming Zou and Hui Yang
| Year of publication: |
2019
|
|---|---|
| Authors: | Li, Ji ; Zou, Shaoming ; Yang, Hui |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 32.2019, 5, p. 319-334
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| Subject: | advertorial | China | consumer trust | storytelling | We Media | Narrative Methode | Narrative method | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Kommunikationsmedien | Communication media | Beziehungsmarketing | Relationship marketing | Mediensektor | Media industries |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2018.1562592 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012201054