How stories generate consumer engagement : an exploratory study
Laurence Dessart, Valentina Pitardi
| Year of publication: |
2019
|
|---|---|
| Authors: | Dessart, Laurence ; Pitardi, Valentina |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 104.2019, p. 183-195
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| Subject: | Consumer engagement | Storytelling | Social media | Brand content | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Narrative Methode | Narrative method | Markenführung | Brand management | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.06.045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012104955