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Keywords: TikTok
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Journal Articles
Short video marketing strategy: evidence from successful entrepreneurs on TikTok
Available to Purchase
Journal of Research in Marketing and Entrepreneurship (2024) 26 (2): 257–278.
Published: 30 October 2023
...Huan Chen; Dalong Ma; Bhakti Sharma Purpose This study aims to delve into entrepreneurs’ perceptions and interpretations of short video marketing on TikTok. Design/methodology/approach In light of the study’s exploratory nature, a qualitative approach was used. The authors conducted in-depth...
