Marketing and Retail
Marketing and Retail Virtual Paper Session

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
Published in BAM2023 Conference
Publisher X-CD Journal
Date of Conference September 5–6, 2023
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 K. Khan · C. Qiu · Q. Bai
Sustainable Beauty: Examining the Influence of Ethical Concerns and Perceived Value on Green Cosmetics Consumption in the GCC K. Zakaria · M. Khan
Narrative Transportation in the Social Media Age: Enhancing Employer Brand Through Instagram Stories R. Lai · Y. Chew · N. Goto · P. Lau