| 期刊全称 | Brand Storytelling in the Digital Age | | 期刊简称 | Theories, Practice a | | 影响因子2023 | S M A Moin | | 视频video | | | 发行地址 | Offers a conceptual model showing different facets of storytelling.Introduces a theoretical framework.Provides insights on the art of brand communication through storytelling | | 图书封面 |  | | 影响因子 | .Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating..Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds..Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between acade | | Pindex | Book 2020 |
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发表于 2025-3-21 18:08:28
