How story plot affect the effect of short video marketing

Authors

Yanli Pei, International Business School, Beijing Foreign Studies University, ChinaFollow
Jianna Li, International Business School, Beijing Foreign Studies University, China
Shan Wang, Department of Finance and Management Science, University of Saskatchewan, Canada
Fang Wang, Lazaridis School of Business & Economics, Wilfrid Laurier University, Canada

Recommended Citation

Pei, Yanli; Li, Jianna; Wang, Shan; and Wang, Fang, "How story plot affect the effect of short video marketing" (2023). WHICEB 2023 Proceedings. 62.
https://aisel.aisnet.org/whiceb2023/62