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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
MDPI
2021
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| Materias: | |
| 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 |