What does this research mean for the field?

Question

Accepted Answer

Co-created story advertisements transport viewers into a narrative world, eliciting positive affective responses that enhance brand attitudes, purchase intentions, and electronic word-of-mouth. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

The power of storytelling in co-created advertising: a narrative transportation theory perspective

Discussion

Member takes

Overview

Key Points

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