... vegan ideology is built: sanctity of life, enacting the authentic self and freedom. A universal hero archetype was also unearthed; however, the moral orientation of the storyteller (agency vs communal) dictated how these morals and archetypes were expressed. Research limitations/implications Through...

...? Visitors' experiential storytelling often describes myth enactments/climaxes uniquely relevant to specific destinations. The internet has become an important medium for sharing these word‐of‐mouth experiences (Niininen et al., 2007). Travelers satisfy both hedonic and social needs in telling...

... analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self‐made videos...