The effect of KOL marketing through contents and traffic on Chinese consumers' purchase intention and brand trust
Zhou Yujun, Kyung-Doo Nam
| Year of publication: |
2024
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|---|---|
| Authors: | Yujun, Zhou ; Nam, Kyung-Doo |
| Published in: |
Journal of international trade & commerce. - Seoul, South Korea : Korea International Trade Research Institute, ISSN 2384-1958, ZDB-ID 2920576-1. - Vol. 20.2024, 2, p. 39-58
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| Subject: | Brand Trust | Chinese KOL Market | Contents Marketing | KOL Marketing | PurchaseIntention | Traffic Marketing | China | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Markenimage | Brand image | Markenführung | Brand management | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.16980/jitc.20.2.202404.39 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015323573