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A STORY TO SELL: THE INFLUENCE OF STORYTELLING AND INFLUENCER-PRODUCT FIT ON THE EFFECTIVENESS OF INFLUENCER MARKETING
Juan Shan, Ling Jiang, Annie Cui, Wenxin Zhou
Language
ENG
URL
http://db.koreascholar.com/Article/Detail/442977
Download
Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.1040
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Keyword
Storytelling
Product Fit
Effectiveness
Influencer Marketing
Author
Wenxin Zhou(East China Normal University, China)
Annie Cui(West Virginia University, United States)
Ling Jiang(University of Quebec in Montreal, Canada)
Juan Shan(Shanghai University, China)