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How stories generate consumer engagement: An exploratory study · Study

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ArticleHow stories generate consumer engagement: An exploratory study

Laurence Dessart2019

OA

Articlegreen2019

How stories generate consumer engagement: An exploratory study

Laurence Dessart · Valentina Pitardi

189 citations·0/0 files stored·Journal of Business Research

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Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

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References

2009Building theories from case study research 2022Business Research Methods 1991Acts of meaning 2000The role of transportation in the persuasiveness of public narratives.2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2009Social media: The new hybrid element of the promotion mix 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2011Customer Engagement

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2021Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing 2023Engaging through storytelling: the interplay of engagement with a story, cause, and charity 2024The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding 2023Telling an authentic story by aligning with your product type and price 2021Knowledge management for extreme public health events COVID-19: based on Tiktok data

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Details

Year2019

Typearticle

Published2019-07-16

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations189

Files0 public / 0

ShelfDigital Marketing and Social Media

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doi10.1016/j.jbusres.2019.06.045

openalex_workW2961373402

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