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 …

Activities performed from the conception of the product to the delivery to support the
business have been at the center of marketing. Crises like COVID-19 have brought pivotal …

In the realm of marketing, capturing the attention of Millennials and Generation Z individuals,
known for their short attention spans and ad-skip** tendencies, presents a formidable …

The popularity of social media platforms changed influencer marketing. Social media
influencers also became opinion leaders. Brands can choose between traditional celebrities …

Digital communication and digital oratory have become an integral part of today's workplace.
This research discusses an innovative assessment tool that uses digital oratory and digital …

In the landscape of strategic branding, storytelling has persisted as a dominant approach
since its emergence in the 1940s. Remarkably, even in the year 2024, brands continue to …

Students process information in two modes: cognitive and experiential. Case studies and
stories are generally used as tools for experiential information processing. This article uses …

Prior research has indicated that the fear of a health crisis (such as COVID-19) can influence
people's shop** behavior. This study adds to previous knowledge by exploring the effect …

Marketing is witnessing unparalleled growth of solutions and innovations that can
supercharge those market players ready to embrace the capabilities of GenAI, ML, LLMs …

Los influencers ejercen en Instagram como imágenes de marcas que trascienden la suya
personal. No obstante, se registra una escasez de investigaciones centradas en el vínculo …