...). Effective marketing involves storytelling: stories not only engage consumers but connect with them on an emotional level (Merchant et al., 2010). The linguistic content of stories that captivate and engage audiences is rooted in the emotional content that elicits arousal and uncertainty via...

...Antonio Williams; Yoon Heo Purpose 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...

... through social media, the conditions under which storytelling evolve have altered significantly. Therefore, the purpose of this paper is to explain how storytelling in the sports sector becomes integrated in social media. Design/methodology/approach A conceptual review in three sequential steps...