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Digital consumer engagement with storytelling ads: the role of story elements
Dessart, Laurence; Hoornaert, Steven
2022
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https://hdl.handle.net/2268/291413
 

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Keywords :
storytelling, story, advertising, consumer engagement, digital advertising
Disciplines :
Marketing
Author, co-author :
Dessart, Laurence  ;  Université de Liège - ULiège > HEC Recherche > HEC Recherche: Strategic Marketing Innovation
Hoornaert, Steven;  IESEG
Language :
English
Title :
Digital consumer engagement with storytelling ads: the role of story elements
Publication date :
2022
Event name :
Euregio Marketing and Service Innovation Day
Event organizer :
HEC Liège
Event place :
Liège, Belgium
Event date :
13/05/2022
Audience :
International
Available on ORBi :
since 26 May 2022

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