...Evmorfia Karampournioti; Klaus-Peter Wiedmann Purpose 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...

...Kuo‐Lun Hsiao; Hsi‐Peng Lu; Wan‐Chin Lan Purpose The purpose of this study was to determine how storytelling blogs affect readers’ intention to adopt travel products. Design/methodology/approach The present study proposes a storytelling framework based on heuristic theory for examining...