How does "storytelling" influence consumer trust in we media advertorials? : an investigation in China
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
|
Subject: | advertorial | China | consumer trust | storytelling | We Media | Vertrauen | Confidence | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Mediensektor | Media industries | Kommunikationsmedien | Communication media | Öffentlichkeitsarbeit | Public relations |
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