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Hao Xia
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Journal Articles
Effective strategies in short video advertising: leveraging influencer endorsements and discounts
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (4): 1573–1600.
Published: 28 February 2025
Journal Articles
The effect of advertising strategies on a short video platform: evidence from TikTok
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2022) 122 (8): 1956–1974.
Published: 11 August 2022
