Work

The impact of storytelling marketing in short videos on consumers' impulsive purchasing behavior

Year: 2024

Type: article

Source: Journal of the Association for Information Systems

Authors: Zeng, Yitang, Liu, Yuxin, Yang, Xue, Li, Li

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W6991747395

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