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http://hdl.handle.net/10397/102755
| Title: | From a marketing communication perspective to identify fashion opinion leaders’ narrative strategies to create eWOM : a theoretical and methodological contribution | Authors: | Zhou, S Cano, MB McCormick, H Barnes, L |
Issue Date: | 2019 | Source: | In Proceedings of the 52nd Academy of Marketing Conference, AM2019, 2-4 July 2019, Regent’s Park, London, p. 1-12 | Publisher: | Academy of Marketing | ISBN: | 978-1-5272-4262-3 (Print) | Description: | 52nd Academy of Marketing Conference, Regent’s Park, London, 2-4 July 2019 | Rights: | Posted with permission of the author. The paper Zhou, S., Cano, M. B., McCormick, H., & Barnes, L. (2019). From a Marketing Communication Perspective to Identify Fashion Opinion Leaders’ Narrative Strategies to Create eWOM: A Theoretical and Methodological Contribution was presented at the 52nd Academy of Marketing Conference and was published in the Proceedings of the 52nd Academy of Marketing Conference. |
| Appears in Collections: | Conference Paper |
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| Zhou_Marketing_Communication_Perspective.pdf | 497.7 kB | Adobe PDF | View/Open |
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