Effect of short dramas on the purchase intention of young consumer groups for alcoholic drink brands——A qualitative analysis based on grounded theory
Short drama marketing has currently become a new weapon to capture the minds of young consumers. In this study, a mixed research was conducted, focusing on the influencing factors and internal mechanisms of short dramas on the purchase intention of alcoholic drink brands among young consumer groups....
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Editorial Department of China Brewing
2025-06-01
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| Series: | Zhongguo niangzao |
| Subjects: | |
| Online Access: | https://manu61.magtech.com.cn/zgnz/fileup/0254-5071/PDF/0254-5071-2025-44-6-304.pdf |
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