Brand Story-Making and Digital Conversations

Luca M. Visconti, ESCP Europe Business School, France
Tom van Laer, Cass Business School, City University London, UK
A lot of brand content online remains unobserved due to a lack of storytelling. This conceptual paper— built on extensive literature review and the author’s former research—aims at fostering scant academic works providing managerial guidance about does, don’ts, and risks of brand story-making in digital conversations.
[ to cite ]:
Luca M. Visconti and Tom van Laer (2016) ,"Brand Story-Making and Digital Conversations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 103-107.