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THE “BACKFIRE” EFFECTS OF LUXURY ADVERTISING ON SHORT-FORM VIDEO SOCIAL MEDIA

Hao Zhang, Gongming Duan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/410229
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Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul (2021.11)
pp.157-159
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
advertisingshort-form video social mediabackfire effectsperception of luxuryfashion management
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ABSTRACT
REFERENCES
Author
  • Hao Zhang(School of Business Administration, Northeastern University)
  • Gongming Duan(School of Business Administration, Northeastern University)