How Does ‘Storytelling’ Influence Consumer Trust in We Media Advertorials? An Investigation in China

Volume
32
Issue
5
Journal Articles
Marketing
2019

Ji Li, Shaoming Zou, and Hui Yang (2019), “How Does ‘Storytelling’ Influence Consumer Trust in We Media Advertorials? An Investigation in China”, Journal of Global Marketing, 32 (5), Nov.-Dec., 319-334.