Abstract The Job Demands-Resources model (JD-R model) became highly popular among
researchers. The current version of the model proposes that high job demands lead to strain …

Marketers today are increasingly using storytelling to engage their audiences. However, the
design of narrative visuals is often inspired by a text-centric understanding of narratives …

The literature on influencer marketing has identified opinion leadership of influencers and
parasocial relationship with influencers as two focal constructs affecting followers' purchase …

Powered by artificial intelligence (AI), chatbots are increasingly capable of simulating human-
like conversations. But, is this desirable for strategic communications? Will chatbots be more …

While virtual reality's importance is increasingly recognized in marketing, its role in the
customer journey remains nebulous. We define virtual reality through the customer journey …

Understanding how branded storytelling content impacts consumer engagement (CE) is
needed to advance research in this topical field and better calibrate story elements. This …

Stories, and their ability to transport their audience, constitute a central part of human life
and consumption experience. Integrating previous literature derived from fields as diverse …

Successful crowdfunding campaigns are multifaceted in nature and depend on marketing
and organizational features. This study identifies the most appealing factors and analyzes …

Case Study Research: Theory, Methods and Practice looks at the research processes
involved in conducting methods including participant observation, fuzzy set social science …

This article proposes that narrative processing creates or enhances self-brand connections
(SBC) because people generally interpret the meaning of their experiences by fitting them …