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Effectiveness of Storytelling in Agricultural Marketing: Scale Development and Model Evaluation
Storytelling is a mode of communication in human interaction and is pervasive in everyday life. Storytelling in marketing is also a managerial application as a marketing strategy. Researchers of consumer psychology and marketing have devoted great efforts to developing theories and conducting empiri...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2019
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6424896/ https://www.ncbi.nlm.nih.gov/pubmed/30918492 http://dx.doi.org/10.3389/fpsyg.2019.00452 |