KOREASCHOLAR

THE EFFECTIVENESS OF USER-GENERATED STORIES IN DIGITAL AGE, ROLE OF CONTENT CHARACTERISTICS AND INDIVIDUAL DIFFERENCES

Sahar Karimi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401232
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.1030
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
consumer decision-makinguser generated contentstory-telling
Author
  • Sahar Karimi(University of Liverpool Management School)