Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/85874| Title: | The effect of narrative believability on persuasiveness and purchase intention : an abstract |
| Other Titles: | Finding new ways to engage and satisfy global customers |
| Authors: | Cassar, Mario L. Caruana, Albert Konietzny, Jirka Chohan, Raeesah |
| Keywords: | Brand choice Consumers' preferences Management Marketing Tourism |
| Issue Date: | 2019 |
| Publisher: | Springer |
| Citation: | Cassar M. L., Caruana A., Konietzny J., & Chohan R. (2019). The effect of narrative believability on persuasiveness and purchase intention : an abstract. In P. Rossi, & N. Krey (Eds.), Finding new ways to engage and satisfy global customers (pp. 657-657). Cham: Springer |
| Abstract: | The literature as to what makes marketing communication for hi-tech products more effective is an area of interest for marketers. This study compares story-based reviews with technical reviews and tests narrative paradigm theory (NPT) (Fisher 1984, 1987) and its constituent of narrative believability in the context of smart TVs. The choice of this sector is driven by the hi-tech nature of this industry, its rapid market growth, and an expanding market as customers increasingly switch to smart TVs. Product characteristics (Floyd et al. 2014) and price |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/85874 |
| Appears in Collections: | Scholarly Works - FacEMAMar Scholarly Works - FacMKSCC |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| The_effect_of_narrative_believability_on_persuasiveness_and_purchase_intention.pdf Restricted Access | 133.76 kB | Adobe PDF | View/Open Request a copy |
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