Envisioning consumers: how videography can contribute to marketing knowledge

Volume: 34, Issue: 5-6, Pages: 432 - 458
Published: Oct 2, 2017
Abstract
Based on a review of the past 30 years of videographic research and outputs in the field of marketing, we highlight the key contributions that videography has made to the marketing literature and identify the key issues facing videographic research today. We develop a typology that identifies four ways that videography can contribute to theory development and verification, presenting new criteria for assessing academic videographies. We note...
Paper Details
Title
Envisioning consumers: how videography can contribute to marketing knowledge
Published Date
Oct 2, 2017
Volume
34
Issue
5-6
Pages
432 - 458
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