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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
Language
ENG
URL
http://db.koreascholar.com/Article/Detail/372620
Download
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 marketing
fashion opinion leaders
narrative strategies
eWOM
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)