The effects of video storytelling advertising on consumers' online reactions on Facebook : a cross cultural study
Abir Ben Aicha and Rym Bouzaabia
| Year of publication: |
2023
|
|---|---|
| Authors: | Ben Aicha, Abir ; Bouzaabia, Rym |
| Published in: |
Qualitative market research : an international journal. - Bingley : Emerald, ISSN 1758-7646, ZDB-ID 2012932-4. - Vol. 26.2023, 3, p. 247-268
|
| Subject: | Advertising effectiveness | Cross-cultural | Digital storytelling | Online consumer behaviour | Qualitative study | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Kulturelle Identität | Cultural identity | Social Web | Social web | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/QMR-06-2022-0101 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014292085