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How stories generate consumer engagement: An exploratory study
16 references·14 citing·32 second hop
How stories generate consumer engagement: An exploratory study (2019)How stories generate consumer engagement:…Business Research Methods (2022)Business Research MethodsCreative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement (2014)Creative Strategies in Social…Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (2014)Consumer Brand Engagement in …Customer Engagement: Exploring Customer Relationships Beyond Purchase (2012)Customer Engagement: Explorin…Customer Engagement (2011)Customer EngagementConsumer engagement in a virtual brand community: An exploratory analysis (2011)Consumer engagement in a virt…Customer Engagement Behavior: Theoretical Foundations and Research Directions (2010)Customer Engagement Behavior:…Social media: The new hybrid element of the promotion mix (2009)Social media: The new hybrid …How Brand Community Practices Create Value (2009)How Brand Community Practices…Building theories from case study research (2009)Building theories from case s…Brand Experience: What Is It? 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The boundary effects of matching package type and product dimension (2023)Do stories (always) make food…An Empirical Analysis of the Impact of Brand Story Themes on Brand Attitude in the Context of B2C E-Commerce Platforms for Organic Agricultural Products (2023)An Empirical Analysis of the …Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing (2021)Virtual reality marketing and…The nature of peer‐initiated brand communities on social media platforms (2021)The nature of peer‐initiated …Telling the tale: applying a strategic brand storytelling process for STP planning (2021)Telling the tale: applying a …Knowledge management for extreme public health events COVID-19: based on Tiktok data (2021)Knowledge management for extr…Naturalistic inquiry (1985)Using Online Conversations to Study Word-of-Mouth Communication (2004)Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site (2009)The Discovery of Grounded Theory (2017)Distinction: A Social Critique of the Judgement of Taste* (2018)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)On the Evaluation of Structural Equation Models (1988)Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior (2016)The role of live streaming in building consumer trust and engagement with social commerce sellers (2018)Instagram and YouTube bloggers promote it, why should I buy? 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References

  • 2009Building theories from case study research11,299 cited
  • 2022Business Research Methods10,949 cited
  • 1991Acts of meaning8,149 cited
  • 2000The role of transportation in the persuasiveness of public narratives.4,849 cited
  • 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?4,414 cited
  • 2009Social media: The new hybrid element of the promotion mix4,108 cited
  • 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities3,970 cited
  • 2011Customer Engagement3,657 cited
  • 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions3,536 cited
  • 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation3,261 cited
  • 2011Consumer engagement in a virtual brand community: An exploratory analysis3,229 cited
  • 2009How Brand Community Practices Create Value2,441 cited
  • 2012Customer Engagement: Exploring Customer Relationships Beyond Purchase2,086 cited
  • 2005Self‐Construal, Reference Groups, and Brand Meaning2,045 cited
  • 2014Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement

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1,462 cited
  • 2004Narrative Processing: Building Consumer Connections to Brands1,397 cited
  • Cited by

    • 2021Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing165 cited
    • 2023Engaging through storytelling: the interplay of engagement with a story, cause, and charity24 cited
    • 2024The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding23 cited
    • 2023Telling an authentic story by aligning with your product type and price21 cited
    • 2021Knowledge management for extreme public health events COVID-19: based on Tiktok data19 cited
    • 2021Telling the tale: applying a strategic brand storytelling process for STP planning14 cited
    • 2023Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry14 cited
    • 2024Once upon a game: boosting brand storytelling through gamification14 cited
    • 2023Do stories (always) make food products taste better? The boundary effects of matching package type and product dimension13 cited
    • 2023An Empirical Analysis of the Impact of Brand Story Themes on Brand Attitude in the Context of B2C E-Commerce Platforms for Organic Agricultural Products13 cited
    • 2021The nature of peer‐initiated brand communities on social media platforms13 cited
    • 2023What Do #Storytelling and #Marketing Have in Common? A Comprehensive Literature Review from the Web of Science2 cited
    • 2024Key Pillars in Storytelling to Generate Emotional Branding1 cited
    • 2025Once Upon a Brand1 cited