KOREASCHOLAR

DECODING USER ENGAGEMENT AND TRUST DYNAMICS ON SHORT VIDEO PLATFORMS: A COMPREHENSIVE TYPOLOGY ROOTED IN THEORY AND EVIDENCE

Peng Wang, George Balabanis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442643
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.527
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Short-form Video PlatformsUser Engagement TypologySocial Media SegmentationCognitive ProcessingTrust Dynamics
Author
  • Peng Wang(City University of London, Bayes Business School, UK)
  • George Balabanis(City University of London, Bayes Business School, UK)