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

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

Peng Wang, George Balabanis

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URLhttps://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)

키워드

Short-form Video Platforms User Engagement Typology Social Media Segmentation Cognitive Processing Trust Dynamics

저자

Peng Wang(City University of London, Bayes Business School, UK)
George Balabanis(City University of London, Bayes Business School, UK)

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