The Role of Message Strategy Combinations, Perceived Risk, and Personalization in Chinese Cosmetic Short-Video Advertising: Insights from Taylor’s Six-Segment Message Strategy Wheel

KK

Kashif Ullah Khan Wenzhou Kean University

CQ

Chen Qiu Wenzhou-Kean University

QB

Qingyun Bai

Marketing and Retail Virtual Paper Session Paper

Marketing and Retail Virtual Paper Session

BAM2025 Conference

The Role of Message Strategy Combinations, Perceived Risk, and Personalization in Chinese Cosmetic Short-Video Advertising: Insights from Taylor’s Six-Segment Message Strategy Wheel

KK

Kashif Ullah Khan Wenzhou Kean University

CQ

Chen Qiu Wenzhou-Kean University

QB

Qingyun Bai

Marketing and Retail Virtual Paper Session

Marketing and Retail Virtual Paper Session

BAM2023 Conference