The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention
Year: 2020
Type: article
Source: Journal of Consumer Behaviour
DOI: 10.1002/cb.1793
Authors: Jin‐Ae Kang, Sookyeong Hong, Glenn T. Hubbard
Institutions: East Carolina University, Hansei University
Language: English
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W3000745483