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WHAT AND HOW TO TALK: THE VALUE OF FASHION OPINION LEADERS’ NARRATIVE STRATEGIES IN CULTIVATING EWOM MARKETING

Shuang Zhou, Liz Barnes, Marta Blazquez Cano, Helen McCormick
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372620
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.611-612
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
social media marketingfashion opinion leadersnarrative strategieseWOM
Author
  • Shuang Zhou(The University of Manchester, UK)
  • Liz Barnes(The University of Manchester, UK)
  • Marta Blazquez Cano(The University of Manchester, UK)
  • Helen McCormick(The University of Manchester, UK)