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

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

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URLhttps://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)

키워드

consumer decision-making user generated content story-telling

저자

Sahar Karimi(University of Liverpool Management School)

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