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 …

Gift-giving is popular in live streaming, and many users irrationally send virtual gifts to their
favorite live streamers. Based on the attachment and flow theories, we applied the stimulus …

This paper extends previous literature reviews focusing on fundraising and the mechanisms
motivating charitable giving. We analyze 187 experimental research articles focusing on …

In e-commerce live streaming, sellers choose the most suitable streamers to endorse their
products. The streamer introduces the main functions of the goods, organizes marketing …

This study aims to identify the outline of charity social media marketing (SMM) and to
determine to what extent it influences the charity brand image, brand trust, and donation …

Stories fascinate people and are often more easily remembered than facts. Much has been
written about the power of stories in branding, but very little empirical evidence exists of their …

As a relatively new behavior, donation to content creators in social media has become very
popular in the last few years. Different from traditional donation to nonprofit organization or …

Purpose This paper examines in detail how the use of storytelling with parallax technology
can influence the user experience (UX) in online shops as well as brand-and behavior …

In this paper, organizational storytelling is defined as planned communication by.
organizations that deliberately uses specific forms of content and delivery behavior to …

Nonprofits offer services to disadvantaged populations, mobilize collective action, and
advocate for civil rights. Conducting this work requires significant resources, raising the …