Storytelling can arouse consumers' emotions and affect purchasing behavior through
desires and attitudes. While the marketing literature discusses storytelling, there is a lack of …

Purpose Tourism destination marketers use videos that incorporate storytelling and visual
and audio components to evoke emotional arousal and memorability. This study aims to …

This research aims to investigate the impact of travel social media influencer (SMI) humour
on viewers' visit intention based on the trust transfer theory. Three scenario-based …

In the landscape of strategic branding, storytelling has persisted as a dominant approach
since its emergence in the 1940s. Remarkably, even in the year 2024, brands continue to …

The use of storytelling is becoming increasingly widespread in the event and tourism
industry. However, despite the growing popularity of the storytelling strategy, to date, limited …

Purpose This research aims to empirically test the boundary conditions under which the
archetype-based narrative structure of storytelling brand advertisement through internal …

This research study proposes a model to test the impact of advertising puffery on purchase
intention and brand loyalty involving the mediating role of ad‐related factors—likability of the …

Purpose Advertisements facilitate certain emotions, subsequently influencing purchase
intentions. Humor, as an influential way of information expression, is frequently used in ads …

Digital storytelling is widely applied on schools. However, in educational terms, digital
storytelling has brought students to give various responses and behaviours from the use of …

Globalization changes have an impact on several sectors, one of which is education. These
changes have both positive and negative effects. The advancement of science and …