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A story to sell: The influence of storytelling on consumers' purchasing behavior
Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …
Narrative transportation: A systematic literature review and future research agenda
Consumers are inundated with opportunities to become engaged with marketing‐generated
stories, from watching an influencer detail her adventures abroad or a commercial about a …
stories, from watching an influencer detail her adventures abroad or a commercial about a …
Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude
The global inclination toward organic and chemical-free products is increasing. It is mainly
due to the growing demand for healthier food, environmental awareness and consideration …
due to the growing demand for healthier food, environmental awareness and consideration …
Sharing consumers' brand storytelling: influence of consumers' storytelling on brand attitude via emotions and cognitions
Purpose Brand storytelling has been found to be an effective marketing tool. Unlike a brand
story that originates from a firm, consumers' brand storytelling is created, developed and …
story that originates from a firm, consumers' brand storytelling is created, developed and …
Storytelling in destination brands' promotional videos
Storytelling represents an extensive and rich body of research in tourism. Prior studies
mainly focus on tourists' stories in understanding travel experiences and little knowledge …
mainly focus on tourists' stories in understanding travel experiences and little knowledge …
Tourist preference for tourism product brand biographies
Tourism product brand biographies are crucial for establishing meaningful emotional
connections between tourists and destinations through tourism products. Using three …
connections between tourists and destinations through tourism products. Using three …
Evaluating the impact of storytelling ads on consumer purchase intention
Marketing Analytics is gaining much importance in the current digital transformation age.
Marketers consider and experiment with new-age marketing communication tactics to …
Marketers consider and experiment with new-age marketing communication tactics to …
Telling an authentic story by aligning with your product type and price
Good brand stories grab attention. They are effective ways to communicate with customers.
But no matter the nature of the stories, they must be authentic, because customers may …
But no matter the nature of the stories, they must be authentic, because customers may …
Impact of product vs brand storytelling on online customer experience
Purpose In this study, the effects are investigated of brand and product storytelling on
customer assessments of perceived attitude, quality, experience, recommendation and …
customer assessments of perceived attitude, quality, experience, recommendation and …
“StoryWeb”: A storytelling‐based knowledge‐sharing application among multiple stakeholders
The research objective of this paper is to develop a storytelling‐based knowledge‐sharing
application that enables users to co‐create their own stories for both individuals and groups …
application that enables users to co‐create their own stories for both individuals and groups …