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Journal Articles
Khoi Minh Nguyen, Ngan Thanh Nguyen, Thao Thi Xuan Pham, Nhi Huynh Man Tran, Ngoc Chung Bao Cap, Vy Khanh Nguyen
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (1): 2–30.
Published: 20 January 2025
... redes sociales cuando falta calidad en el contenido. 短暂内容营销如何促进品牌喜爱与客户参与 目的 本研究探讨短暂内容营销如何通过品牌真实性、自我品牌连接和广告价值的中介作用, 提升品牌喜爱程度与客户互动。 研究方法 本研究采用定量研究方法, 通过在线问卷调查收集了来自越南728名受访者的样本数据, 运用PLS-SEM模型进行数据分析。 研究发现 本研究从六个维度评估短暂内容营销的效果, 包括娱乐性、潮流性、信息性、互动性、美学质量及感知相关性。研究结果表明, 广告价值、自我品牌连接和品牌真实性在短暂内容营销对...
