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Using necessary condition analysis to understand digital storytelling’s impact ...
Lisboa, Ana Catarina Cadima; Dias, Álvaro L.; Abrantes, José Luis; Ferreira, Bruno; Sousa, CatarinaDigitalization disrupted the marketing landscape, enabling connection with stakeholders, but also introducing heightened competition and digitally empowered consumers. These consumers navigate a world of information overload, pushing brands to look for innovative communication strategies to break through the clutter. Brand storytelling emerged as a powerful tool in this regard, engaging consumers through cognit...
Date: 2025
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Origin: IC-online