How stories generate consumer engagement: An exploratory study

Overview of attention for article published in Journal of Business Research, November 2019

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twitter: 2 X users

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mendeley: 586 Mendeley

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"Findings: story plot, characters, and [authenticity] trigger consumer engagement… & show the important interactive aspect of story-based engagement… offering a framework applicable to designing effective branded storytelling content." https://t.co/R…

Hey @Dove we published a scientific paper on how your storytelling approach to brand content engages consumers. Thought you may want to read it 💙https://t.co/4CYMncFCPe @AprilApricot

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