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Osmonbekov, T. W., & Czaplewski, A. J. (2006). eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty. Journal of Business Research, 59, 449-456.
https://doi.org/10.1016/j.jbusres.2005.10.004

has been cited by the following article:

• TITLE: Evaluating the Impact of Storytelling Ads on Consumer Purchase Intention

  AUTHORS: Sujata Joshi, Menachem Domb, Barshekee Chanda, Amit Bais

  KEYWORDS: Storytelling, Brand Association, Marketing Analytics, Quantitative Method, Brand Value, Consumer Purchase Intention

  JOURNAL NAME: Journal of Service Science and Management, Vol.15 No.1, January 30, 2022

  ABSTRACT: Marketing Analytics is gaining much importance in the current digital transformation age. Marketers consider and experiment with new-age marketing communication tactics to ensure their advertisements are engaging. Storytelling is one such form of advertising which is gaining momentum. This paper aims to evaluate the impact of Storytelling on consumer purchase intentions. We ran a survey of 150 participants who underwent advertisement viewing and later filled a questionnaire in this study. The collected data was analysed using marketing analytics and statistical tools such as Factor analysis and Regression analysis.