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A narrative approach for overcoming the message credibility problem in green advertising

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Mixed emotional appeal enhances positive word-of-mouth : the moderating role of narrative person

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The effect of ending disclosure on the persuasiveness of narrative PSAs

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Storytelling, the scale of persuasion and retention : a neuromarketing approach

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Do ads that tell a story always perform better? : the role of character identification and character type in storytelling ads

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Fact versus fiction : blending storytelling with product attributes in advertisements

Krause-Galoni, Rebecca; Rucker, Derek D. - In: Journal of the Association for Consumer Research : JACR 9 (2024) 1, pp. 58-70

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Universal emotional arc structure in advertisements and their favorability

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Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising

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Advances in Advertising Research (Vol. XII) : Communicating, Designing and Consuming Authenticity and Narrative

Vignolles, Alexandra (ed.); Waiguny, Martin K. J. (ed.) - ICORIA / Veranstaltung <19., 2021, Bordeaux> - 2023

Impact on Avoidance through Perceived Surveillance in the Context of Synced Advertising -- A conceptual framework and … Surveillance -- Personality and susceptibility to (targeted and tailored) advertising for green products. - Empowered by Innovation … Advertising -- Types of humour in Spanish-speaking awarded ads -- Advertising Management -- Narrating Pain to Make You Understand …

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Chatbot ads with a human touch : a test of anthropomorphism, interactivity, and narrativity

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