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How Youtube storytelling can win consumers’ hearts: the case of Nivea

Research output: Contribution to conferenceAbstract

The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer-brand relationship and show how a co-creation process in the evolution of a brand's storytelling content contributes to large and positive consumer responses.
Original languageEnglish
Number of pages1
Publication statusPublished - 30 Oct 2016
EventAssociation for Consumer Research (ACR) North American Conference - Berlin, Germany
Duration: 27 Oct 201630 Oct 2016


ConferenceAssociation for Consumer Research (ACR) North American Conference

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ID: 15050561