The effects of video storytelling advertising on consumers' online reactions on Facebook : a cross cultural study
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
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Subject: | Advertising effectiveness | Cross-cultural | Digital storytelling | Online consumer behaviour | Qualitative study | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Narrative Methode | Narrative method | Werbewirkung | Advertising effects | Social Web | Social web | Online-Handel | Online retailing | Kulturelle Identität | Cultural identity | Werbung | Advertising |
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