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The purpose of this study was to determine how storytelling blogs affect readers’ intention to adopt travel products.

The present study proposes a storytelling framework based on heuristic theory for examining the characteristics and key components of a story that can affect the reader’s potential future behavior. An empirical study involving 368 subjects was conducted to test this model.

The results indicated that the elements of storytelling blogs, “perceived aesthetics”, “narrative structure”, and “self‐reference”, can indirectly influence readers’ intention through empathy and attitude. In particular, “perceived aesthetics” had the strongest direct effect on attitude and total effect on intention. Nevertheless, the control variables, age, gender, and frequency of searching for information about travel online, did not influence the intention.

The proposed framework can be used by enterprises to develop storytelling blogs for marketing their products. Blog design needs to consider aesthetics, narrative structure, and relevance to readers.

The paper contributes to a deeper understanding of the influence of storytelling blogs from a heuristic perspective.

Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker.

Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted.

The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements.

Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.

Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.

This study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.

Digital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.

Findings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.

Marketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.

This research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

This paper examines in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered.

A sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLS-SEM). To measure implicit information processing, a single category implicit association test was applied.

By applying the storytelling technique with parallax scrolling, the online shop increased visitors' UX on explicit and implicit information processing levels and increased the online shop's overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers' minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects of UX on brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered.

Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures.

Defying conventional wisdom, leaders' storytelling may have ambiguous and even negative effects on followers. Built upon transformational leadership and leader -member exchange theory, the intention-perception model of storytelling in leadership provides a framework to systematically explain when and why unintended effects of storytelling happen. Despite its theoretical and practical relevance, a quantitative evaluation of the model's main assumptions, and particularly of followers' perceptions of leader storytelling, is still pending.

The authors developed a scale to assess followers' story perceptions in study 1 (N = 79) and confirmed the scale's structure in study 2, an online cross-sectional field study (N = 60). In study 2, the authors also tested a main assumption of the intention-perception model of storytelling, that is, the relationship between followers' story perceptions and story effects, mediated via followers' affective arousal.

Data revealed that story effects indeed depend on followers' perception of the story. In particular, the better a leader's story met followers' needs (need-supply fit), the more adequate the input load transported by the story (story load), the more positive followers' appraisal of their leader's story (story appraisal) and the more positive affective reactions and positive effects of storytelling (transformation, leader -member exchange quality, and trust in the leader) followers perceived.

The authors provide practical insights into how leaders may improve their storytelling by tailoring their stories to the expectations and needs of their followers.

Taking a follower-centric perspective on a common leadership practice (i.e. storytelling), the present research provides first support for the intention-perception model of storytelling in leadership.

This study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based destination brand-equity on tourists’ storytelling intentions.

The authors proposed a conceptual model that examines how memorable experiences contribute to tourists’ sense of attachment to a destination, which can lead to their willingness to share their trip stories. Using partial least square estimation, the authors analysed the conceptual model through data generated by a survey of 448 Indian domestic tourists.

Study confirms the validity and usefulness of the conceptualized model, as it shows significant correlations between the key variables. Specifically, the authors found that positive and memorable tourism experiences significantly affect tourists’ attachment and their satisfaction with destinations. As a result, tourists who form a strong customer-based destination brand equity are more likely to develop storytelling intentions.

To the best of the authors’ knowledge, current study is the earliest to explore the association between memorable tourism experiences, tourist satisfaction, attachment, customer-based brand equity and how they impact storytelling intentions of tourists.

This study aims to tap into the storytelling’s effects of evoking personal and historical memories and their emotions on travelers’ intention to visit dark tourism sites.

An experimental study was performed. The authors created a story centered on dark tourism as their stimulus. The respondents received two stories in the form of printed ads. The presence and absence of a story character manipulated the stimulus. In addition to the experimental factors, four measurement constructs were included in the model: evoked historical memory, evoked personal memory, evoked emotion and intention to visit.

The results show that evoking historical and personal memories leads to traveler intention to visit the dark tourism sites whether or not the character is present or absent in the story. This study also reveals that only evoked personal memory positively affects individuals’ travel by evoking emotion. Furthermore, evoked historical memories also directly impact the evoke emotion, but only when the character is absent in the story.

This study has three limitations. First, the measurement of emotion in this study only refers to a general measurement and does not specify between negative and positive emotions. Second, the story in the current study only focuses on one example of a natural disaster. Third, this study only used students to represent Generation Z respondents, so it would be interesting if future research compared the results across different generations.

The use of a reflective narrative in storytelling can be one of the options. Marketers should be cautious when using a character when it comes to dark tourism as it might have a boomerang effect, making the destination becoming unattractive to travelers, particularly, if the story tells more about the historical side of dark tourism. Managers of tourist destinations can leverage past visitors to be brand ambassadors of a place since humans share knowledge and experiences through stories and anecdotes. These personal touches can lend the personal aspects of past visitors to current ones, which can evoke memories better than an official message from a tourism board.

This research investigates the role of storytelling in eliciting travelers’ memories and emotional responses and how this response eventually influences their intention to visit a dark-based destination.

This paper approaches manager's storytelling as a means for promoting organizational aims and for constructing leadership, and examines the intentions of managers in this process. We focus on the context of storytelling and the content of the stories told by managers in order to identify areas of influence on subordinates. Storytelling in relation to building a narrative identity for the manager is also studied.

This is an exploratory empirical study that draws on 13 thematic interviews with Finnish managers working in different fields. A qualitative thematic analysis is used in order to analyze the data.

As a result of the study we found that managers tell stories in order to evoke leadership characterized by six areas of influence: motivation, inspiration, defusing conflict, influencing superiors, discovering a focus and constructing trust. According to the findings, the managers see stories as an effective means of building trust between leaders and their subordinates. It was also found that managers can use stories self‐reflectively and as a means of self‐development.

Storytelling can empower leadership and support interaction with subordinates. One application of this study is informing elements of leadership development such as business education programmes for managers and future managers.

Narrative leadership is a highly valued but still under‐researched approach to leadership. This study seeks to fill this gap in the research by providing an empirically based contribution to the field, emphasizing the intentional nature of storytelling.

The purpose of this paper is to explore the role of storytelling in data interpretation, decision-making and individual-level adoption of business analytics (BA).

Existing theory is extended by introducing the concept of BA data-driven storytelling and by synthesizing insights from BA, storytelling, behavioral research, linguistics, psychology and neuroscience. Using theory-building methodology, a model with propositions is introduced to demonstrate the relationship between storytelling, data interpretation quality, decision-making quality, intention to use BA and actual BA use.

BA data-driven storytelling is a narrative sensemaking heuristic positively influencing human behavior towards BA use. Organizations deliberately disseminating BA data-driven stories can improve the quality of individual data interpretation and decision-making, resulting in increased individual utilization of BA on a daily basis.

To acquire a deeper understanding of BA data-driven storytelling in behavioral operational research (BOR), future studies should test the theoretical model of this study and focus on exploring the complexity and diversity in individual attitudes toward BA.

This study provides practical guidance for business practitioners who struggle with interpreting vast amounts of complex data, making data-driven decisions and incorporating BA into daily operations.

This cross-disciplinary study develops existing BOR, storytelling and BA literature by showing how a novel BA data-driven storytelling approach can facilitate BA adoption in organizations.

This chapter reports on an ethnographic case study of how a group of elementary school teachers designed technology enhanced learning with mobile technology (e.g. notebooks, tablet computers and mobile phones) to facilitate students’ development of literacy and twenty-first century competencies. These teachers designed the school’s literacy pedagogical approach, leveraging the use of technology, namely digital storytelling. The school in this case study is one of the eight Future Schools in Singapore under the FutureSchools@Singapore program. The school has been providing one-to-one mobile computing learning devices and wireless Internet access for its students. The introduction of technology in the classroom makes it possible for twenty-first century competencies to be integrated into literacy development. The conversational framework is used as a framework to examine how the design of the digital storytelling pedagogical approach brings about the various teaching–learning activities – acquisition, inquiry, practice, production, discussion and collaboration. The use of digital storytelling as an approach to integrate information communication technology (ICT) into the classroom has not only modified how ICT is being used in the school, it has redefined how ICT could be used to engage young learners. It has fundamentally transformed conventional storytelling with the use of current state-of-the-shelf (i.e. easily and widely available) technologies. This case study also outlines the processes involved in improving the design of digital storytelling over the years by the teachers. The ecosystem of the school is also taken into consideration and described in detail. Findings suggest the importance of the collaborative efforts of the teachers in the continuous improvements made to this design. The adoption of a learning design framework, such as the one used in this study, can be beneficial to ensure a systematic approach to the design of learning. In addition, the availability of technological infrastructure and computing devices are necessary for the seamless use of technology in the classroom. The just-in-time learning approach is adopted for students to learn technology as they are developing their digital stories.