Digital consumer engagement with storytelling ads: the role of story elements

No full text

Scientific conference in universities or research centers (Scientific conferences in universities or research centers)

Dessart, Laurence; Hoornaert, Steven

2022

Permalink
https://hdl.handle.net/2268/291413

No document available.

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

Number of views

58 (2 by ULiège)

Number of downloads

0 (0 by ULiège)