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Journal of Global Marketing Volume 32, 2019 - Issue 5: Special Issue: Digital Marketing and Online Consumer Behavior in China, Guest Editor: Qin Sun
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Articles

How Does “Storytelling” Influence Consumer Trust in We Media Advertorials? An Investigation in China

Ji LiCentral University of Finance and Economics, Beijing, China;
,
Shaoming ZouTrulaske College of Business, University of Missouri—Columbia, Columbia, Missouri; ;Central University of Finance and Economics, Beijing, China; ;Nankai University, Business School, Tianjin, ChinaCorrespondence[email protected]
&
Hui YangCentral University of Finance and Economics, Beijing, China;
Pages 319-334 | Published online: 24 Jun 2019

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Read on this site (3)

Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2021) When corporate brands tell stories: A signalling theory perspective. Cogent Psychology 8:1.
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Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2020) Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions. Cogent Business & Management 7:1.
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Brighton Nyagadza, Ernest M. Kadembo & Africa Makasi. (2020) Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?. Cogent Social Sciences 6:1.
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Articles from other publishers (4)

Tarun Chandila, Abhipsa Satpathy & Abraham Cyril Issac. 2023. Digital Economy Post COVID-19 Era. Digital Economy Post COVID-19 Era 185 197 .
Dharun Kasilingam & Soundararaj Ajitha. (2022) Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands. Journal of Brand Management 29:4, pages 341-362.
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JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge & Anita D. Bhappu. (2021) Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management 31:2, pages 265-278.
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Belem Barbosa, Dora Simões & Fabiana Leal. (2021) Young Adults’ Views on Digital Storytelling Campaigns. Innovar 32:83.
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