Work

The dramaturgy of interactive marketing: a conceptual framework for immersive consumer engagement

Year: 2025

Type: article

Source: Journal of Research in Interactive Marketing

DOI: 10.1108/jrim-04-2025-0210

Authors: Kaidong Yu, Yixing Li

Institution: City University of Macau

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4415600347

FWCI: 14.48

Cites: 97

Cited by: 8

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