TY  - BOOK
AU  - de Pechpeyrou,Pauline
AU  -  Nicholson,Patrick
AU  -  Emeriau,Sébastien
TI  - Brand stories on companies’ websites: A story of narrative transportation
PY  - 2019///.
							
N1  - 97
N2  - Most companies’ websites offer a specific section entitled “Our story.” In the new context of digital communication, the content they broadcast is not only meant to generate a positive attitude toward the brand, but is also designed to be shared by its readers, especially over social networks. One prerequisite of such a content journey is that these stories should arouse readers’ interest. This article builds on the concept of narrative transportation to explain readers’ interest in the reading of a brand’s story. Findings show that two aspects of narrative transportation have a major influence on the interest generated by brands’ stories. These aspects thus appear to be high-priority areas brands should focus on when communicating the history of their brands through stories
UR  - https://shs.cairn.info/journal-decisions-marketing-2019-3-page-57?lang=en
ER  -