In the digital era, marketers increasingly use storytelling techniques to narratively transport
and persuade their customers. This paper pursues three primary objectives:(1) to integrate …

Understanding how branded storytelling content impacts consumer engagement (CE) is
needed to advance research in this topical field and better calibrate story elements. This …

This research work has two objectives. On the one hand, to analyze the influence that
Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about …

Sustainability is high on the strategic agenda and is here to stay. While some companies
have been sustainable since inception, others are repositioning themselves to be …

Purpose Brand storytelling has been found to be an effective marketing tool. Unlike a brand
story that originates from a firm, consumers' brand storytelling is created, developed and …

Purpose Digital engagement with advertising remains challenging for marketers. This
research examines “being hooked” as the mechanism of narrative transportation associated …

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 …

ESP courses have been considered as crucial for the academic training of future
professionals in different areas of knowledge. Their broad spectrum mainly includes the …

This article examines the impact of storytelling archetypes on brand value. It first recalls how
storytelling is considered an important instrument for cultural brand strategy management …

This study aims to empirically investigate the influence of a green brand story strategy on
perceived brand authenticity (PBA) and brand trust. The theory of narrative rhetoric is …