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Storytelling alchemy in marketing: unveiling future research directions with ADO TCM framework
16 references·1 citing·47 second hopsampled
Storytelling alchemy in marketing: unveiling future research directions with ADO TCM framework (2024)Storytelling alchemy in marketing: unveil…How to conduct systematic literature reviews in management research: a guide in 6 steps and 14 decisions (2023)How to conduct systematic lit…A story to sell: The influence of storytelling on consumers' purchasing behavior (2022)A story to sell: The influenc…The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention (2020)The role of storytelling in a…The art of writing literature review: What do we know and what do we need to know? (2020)The art of writing literature…Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? (2020)Home sharing in marketing and…Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels (2018)Effect of a brand story struc…Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads (2018)Do ads that tell a story alwa…Why Narrative Ads Work: An Integrated Process Explanation (2017)Why Narrative Ads Work: An In…Exporting challenges of SMEs: A review and future research agenda (2017)Exporting challenges of SMEs:…A review of research on outward foreign direct investment from emerging countries, including China: what do we know, how do we know and where should we be heading? 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References

  • 2020The art of writing literature review: What do we know and what do we need to know?2,593 cited
  • 2004Narrative Processing: Building Consumer Connections to Brands1,397 cited
  • 2017Exporting challenges of SMEs: A review and future research agenda958 cited
  • 2013Managing Brands in the Social Media Environment918 cited
  • 2017A review of research on outward foreign direct investment from emerging countries, including China: what do we know, how do we know and where should we be heading?874 cited
  • 2020Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?535 cited
  • 2023How to conduct systematic literature reviews in management research: a guide in 6 steps and 14 decisions432 cited
  • 2012The impact of storytelling on the consumer brand experience: The case of a firm-originated story324 cited
  • 2020The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention268 cited
  • 2017Why Narrative Ads Work: An Integrated Process Explanation202 cited
  • 2015Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement202 cited
  • 2018Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels161 cited
  • 2018Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

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154 cited
  • 2015Narrative, transportation and advertising133 cited
  • 2022A story to sell: The influence of storytelling on consumers' purchasing behavior130 cited
  • 2013Narrative online advertising: identification and its effects on attitude toward a product129 cited
  • Cited by

    • 2026Drama marketing in digital commerce: how emotional storytelling shapes consumer perceptions5 cited