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Keywords: POWER framework
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Journal Articles
Asia-Pacific Journal of Business Administration (2026) 18 (2): 289–313.
Published: 28 April 2025
... Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Storytelling marketing Literature review TCCM POWER framework The effectiveness of storytelling advertising in influencing consumers has been demonstrated in numerous studies (Escalas, 2004a ; Shen et...
