...Neena Sinha; Chinki Purpose The purpose of this study is to examine the role of storytelling advertising in influencing potential tourists’ intentions to visit cultural and heritage destinations. By assessing narrative structure and comprehension fluency as predictors of narrative transportation...

... processing and explores their relationship with brand trust and narrative transportation. Gender is examined for its potential moderating impact on relationships revolving around e-WOM intent formation. Design/methodology/approach This study employs the partial least squares-structural equations...