Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?
Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotio...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-11-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/11/12/545 |