From a Marketing Communication Perspective to Identify Fashion Opinion Leaders’ Narrative Strategies to Create eWOM: A Theoretical and Methodological Contribution

Shuang Zhou (Corresponding Author), Marta Blazquez Cano, Helen McCormick, Liz Barnes

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Original languageEnglish
Title of host publicationProceedings of the 52nd Academy of Marketing Conference, AM2019: When you tire of marketing you tire of life
Publication statusPublished - 2019

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