| Description |
1 online resource (4 pages) |
| Summary |
New research finds that stories about consumers' positive experiences with a brand significantly increase users' engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren't offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers |
| Notes |
Copyright © 2017 MIT Sloan Management Review 2017 |
| Issuing Body |
Made available through: Safari, an O'Reilly Media Company |
| Subject |
Marketing.
|
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Consumer behavior.
|
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Marketing
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marketing.
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Consumer behavior
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Marketing
|
| Form |
Electronic book
|
| Author |
Gosline, Renee, author
|
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Lee, Jeff, author
|
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O'Reilly for Higher Education (Firm)
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|
