How Opinion Leaders Persuade Consumers: Fashion Opinion Leaders’ Narrative Strategies for Creating eWOM on Chinese Social Media

Shuang Zhou, Helen McCormick, Marta Blazquez Cano, 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 International Foundation of Fashion Technology Institute (IFFTI) 2018 conference: Fashion Futures
Publication statusPublished - 2018

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