Search Results - subject:"narrative content"

Drivers and consequences of business-reference-content (BRC): The role of narrative transportation in B2B communication

Jung, Chang Mo - In: Journal of Business Economics and Management (JBEM) 22 (2021) 5, pp. 1323-1341

COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints....

Persistent link: https://www.econbiz.de/10015401403

Drivers and consequences of business-reference-content (BRC) : the role of narrative transportation in B2B communication

Jung, Chang Mo - In: Journal of business economics and management 22 (2021) 5, pp. 1323-1341

Persistent link: https://www.econbiz.de/10013256737

Narrative or non-narrative? : the effects of short video content structure on mental simulation and resort brand attitude

Wang, Xin; Lai, Ivan K. W.; Lu, Yan; Liu, Xinyu - In: Journal of hospitality marketing & management 32 (2023) 5, pp. 593-614

Persistent link: https://www.econbiz.de/10014319780

The cultural influences of narrative content on consumers' perceptions of helpfulness

Fu, Ning - In: International journal of market research 64 (2022) 3, pp. 354-375

Persistent link: https://www.econbiz.de/10013257988

Understanding the influence of submission devices on online consumer reviews : a comparison between smartphones and PCs

Zhu, Dong Hong; Deng, Zhong Zhun; Chang, Ya Ping - In: Journal of retailing and consumer services 54 (2020), pp. 1-7

Persistent link: https://www.econbiz.de/10012238339