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Keywords: Masculinity
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Journal Articles
Emerging masculinities in Chinese luxury social media marketing
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2020) 32 (3): 721–745.
Published: 25 November 2019
...Jiani Jiang; Bruce A. Huhmann; Michael R. Hyman Purpose The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies. Design/methodology/approach Study 1 compares physical characteristics of males in visually...
