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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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Bibliographic Details
Main Authors: Urban, Glen, Gosline, Renee (Author), Lee, Jeff (Author)
Format: eBook
Language:English
Published: MIT Sloan Management Review 2017
Edition:1st edition
Subjects:
Consommateurs / Comportement
Marketing
Marketing / Fast
Marketing / Aat
Consumer Behavior / Fast
Marketing / Http://id.loc.gov/authorities/subjects/sh85081333
Consumer Behavior / Http://id.loc.gov/authorities/subjects/sh87006429
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
Description
Summary: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
Item Description:Made available through: Safari, an O'Reilly Media Company
Physical Description:4 pages

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