Purpose This research study aims to investigate consumer usage motivations for three of the
top social media platforms today: Facebook, Twitter and Instagram. Additionally, through …

Stories, and their ability to transport their audience, constitute a central part of human life
and consumption experience. Integrating previous literature derived from fields as diverse …

Understanding how branded storytelling content impacts consumer engagement (CE) is
needed to advance research in this topical field and better calibrate story elements. This …

This study differentiates the roles of telepresence and transportation, the two widely cited
processes underpinning an immersive media viewing experience, in the context of virtual …

Social media influencers (SMIs) are now a significant element in organizations' marketing
mix. However, there has been little attention paid to how SMIs might change the way people …

Stories fascinate people and are often more easily remembered than facts. Much has been
written about the power of stories in branding, but very little empirical evidence exists of their …

We propose and test an integrated process explanation for why narrative ads in general are
more persuasive than non-narrative ads. A study involving a random sample of 25 narrative …

Toward the end of their academic careers, most students are required to demonstrate their
ability to integrate theory and research methodology in their field of study by completing a …

Powered by artificial intelligence (AI), chatbots are increasingly capable of simulating human-
like conversations. But, is this desirable for strategic communications? Will chatbots be more …

Purpose Digital engagement with advertising remains challenging for marketers. This
research examines “being hooked” as the mechanism of narrative transportation associated …