What Are the Effects of Short Video Storytelling in Delivering Blockchain-Credentialed Australian Beef Products to China?

Short videos have become the most-liked medium for Chinese consumers to learn about a brand’s products or services. This paper assesses how short video storytelling shapes Chinese consumers’ perceptions towards blockchain-credentialed Australian beef and their willingness to pay (WTP). A controlled...

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Detalles Bibliográficos
Autores principales: Cao, Shoufeng, Foth, Marcus, Powell, Warwick, McQueenie, Jock
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2021
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8535989/
https://www.ncbi.nlm.nih.gov/pubmed/34681452
http://dx.doi.org/10.3390/foods10102403

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8535989/
https://www.ncbi.nlm.nih.gov/pubmed/34681452
http://dx.doi.org/10.3390/foods10102403

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