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

This paper examines interpretivism as an approach for researching fundraising practice as
context and practice specific. In doing so, it highlights the agency of fundraisers and extends …

Amid emerging information and communication technologies with unique affordances for
storytelling and story sharing, most studies in narrative communication still focus on …

The COVID-19 pandemic has had a significant impact around the world on health,
economies, businesses, equality and the movement of people in the form of tourism. In this …

Social media ad stories are widely used to grow engagement in wildlife conservation. Yet
the benefits of different types of story character and content are unclear. In four video stories …

Video ads that tell stories have become a popular method of connecting with viewers and
making them feel emotionally invested in a product or a service. Long-form videos, as …

In the aftermath of COVID-19, this study explores the complexities surrounding the adoption
and efficacy of social media as a communication and marketing tactic among South African …

In the last few years, marketing has increasingly focused on storytelling as a way for brands
to deepen relationships with customers. However, there is limited guidance for practitioners …

Purpose A significant management issue for nonprofit organisations (NPOs) is the
disconnect between services beneficiaries and the funders of those services. Individual …

Purpose Social impact research remains in its infancy. The purpose of the paper is to build
on Keeling and Marshall's (2022)“Call for impact” paper and develop a comprehensive …