Getting more likes: the impact of narrative person and brand image on customer–brand interactions
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DOI: 10.1007/s11747-019-00632-2
Abstract: Although in-feed social ads on social media are rapidly growing worldwide, scarce attention is paid to the content strategy of brands presenting in a human way. The present research examines if and how choosing narrative… read more here.
Keywords: person; brand image; social media; narrative person ... See more keywords