What and How to Talk: The Value of Fashion Opinion Leaders’ Narrative Strategies in Cultivating eWOM Marketing

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

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 2019 Global Fashion Management Conference
Publication status	Published - 2019

Cite this

@inproceedings{3bc98ef3cf7b48b5b9811a66a5af2687,

title = "What and How to Talk: The Value of Fashion Opinion Leaders{\textquoteright} Narrative Strategies in Cultivating eWOM Marketing",

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

year = "2019",

language = "English",

booktitle = "Proceedings of 2019 Global Fashion Management Conference",

}

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