KOREASCHOLAR

VIDEO CLIPS IN ONLINE MARKETING OF CONSTRUCTION PROJECTS: PROJECTING CREDIBILITY AND TRUST?

Hans Rämö
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315222
Download
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1487-1499
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper discusses how online video clips are used in official construction project presentations, in attempts to convey credibility and trust. Empirical vignettes are from large construction projects in the Greater Stockholm area: The Friends Arena; the Arena City; the new Karolinska University Hospital; and the Stockholm Bypass traffic project.

Keyword
video cliponline marketingprojecting credibilitytrustconstruction project
Author
  • Hans Rämö(Stockholm University, Sweden)