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The Power of Consumer Stories in Digital Marketing /

New research finds that stories about consumers' positive experiences with a brand significantly increase users' engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren't off...

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Detalles Bibliográficos
Autores principales: Urban, Glen (Autor), Gosline, Renee (Autor), Lee, Jeff (Autor)
Autor Corporativo: O'Reilly for Higher Education (Firm)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: MIT Sloan Management Review, 2017.
Edición:1st edition.
Temas:
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Descripción
Sumario:New research finds that stories about consumers' positive experiences with a brand significantly increase users' engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren't offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers.
Descripción Física:1 online resource (4 pages)