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VIDEO CLIPS IN ONLINE MARKETING OF CONSTRUCTION PROJECTS: PROJECTING CREDIBILITY AND TRUST?

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/315222
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

This paper discusses how online video clips are used in official construction project presentations, in attempts to convey credibility and trust. Empirical vignettes are from large construction projects in the Greater Stockholm area: The Friends Arena; the Arena City; the new Karolinska University Hospital; and the Stockholm Bypass traffic project.

저자
  • Hans Rämö(Stockholm University, Sweden)