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Keywords: Storytelling marketing
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Journal Articles
Asia-Pacific Journal of Business Administration (2026) 18 (2): 289–313.
Published: 28 April 2025
...Chinki; Sudhir Rana; Miklesh Prasad Yadav; Neena Sinha Purpose This study reviews and synthesizes the extant literature on storytelling marketing, with a focus on understanding its powerful impact on consumer engagement. The aim is to identify the key aspects of storytelling strategies that shape...
