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Keywords: Storytelling
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–21.
Published: 10 September 2026
... altruistic motivation. Study 2 employed a 2 × 2 experimental design to examine the moderating role of post type (storytelling vs informational). Study 3 extended the model using a 2 × 2 × 2 experimental design to investigate the additional moderating role of sponsorship disclosure. Findings The results...
Includes: Supplementary data
