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THE ROLE OF PLOT DIVERSITY IN DIGITAL BRAND STORYTELLING: FOCUSING ON SELF-REFERENCING AND BRAND ANTHROPOMORPHISM

Heejin Lim, Hyunjoo Im
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372412
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.36-40
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
digitalstorytellingbrand videoself-referencinganthropomorphism
Table Content
Introduction
 Literature Review
 Methodology
 Results
 Discussion and Conclusion
 Reference
Author
  • Heejin Lim(University of Minnesota, USA)
  • Hyunjoo Im(University of Minnesota, USA)