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

Shuang Zhou; Marta Blazquez Cano; Helen McCormick; Liz Barnes

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 proceeding › Conference article published in proceeding or book › Academic research › peer-review

Original language	English
Title of host publication	Proceedings of the 52nd Academy of Marketing Conference, AM2019: When you tire of marketing you tire of life
Publication status	Published - 2019

More information

http://hdl.handle.net/10397/102755

Cite this

Zhou, S., Blazquez Cano, M., 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. In Proceedings of the 52nd Academy of Marketing Conference, AM2019: When you tire of marketing you tire of life http://hdl.handle.net/10397/102755

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title = "From a Marketing Communication Perspective to Identify Fashion Opinion Leaders{\textquoteright} Narrative Strategies to Create eWOM: A Theoretical and Methodological Contribution",

author = "Shuang Zhou and \{Blazquez Cano\}, Marta and Helen McCormick and Liz Barnes",

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Zhou, S, Blazquez Cano, M, 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. in Proceedings of the 52nd Academy of Marketing Conference, AM2019: When you tire of marketing you tire of life. <http://hdl.handle.net/10397/102755>

From a Marketing Communication Perspective to Identify Fashion Opinion Leaders’ Narrative Strategies to Create eWOM: A Theoretical and Methodological Contribution. / Zhou, Shuang (Corresponding Author); Blazquez Cano, Marta; McCormick, Helen et al.
Proceedings of the 52nd Academy of Marketing Conference, AM2019: When you tire of marketing you tire of life. 2019.

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

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AU - McCormick, Helen

AU - Barnes, Liz

PY - 2019

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M3 - Conference article published in proceeding or book

BT - Proceedings of the 52nd Academy of Marketing Conference, AM2019: When you tire of marketing you tire of life

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