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Emotionally Engaging Customers Through Storytelling
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Author(s): Nitin Patwa (S.P. Jain School of Global Management, Dubai, UAE), Nicolas Hamelin (S.P. Jain School of Global Management, Australia)and Anna Tarabasz (Curtin University, Dubai, UAE)
Copyright: 2023
Pages: 23
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch015
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Abstract
Businesses are considered to have reached the zenith of progression once they are able to value and create emotionally engaging customer experiences. Its importance relies on creating strong customer-business relationships in order to increment brand value, customer loyalty, and business growth. Emotional marketing is well acclaimed for introducing storytelling as a tool that facilitates establishing emotional connections. As described by the 5 C model, care for customers, content creation, communication, connection, and customer interaction are essential customer experience elements that when applied to storytelling can create significant relationships. Applying these can create three main types of customer-business relationships: functional, emotional, and symbolic relationships. Through ADANCO 2.1.1, the authors were able to test the goodness of model fit. The indicator SRMR (standardized root mean squared residual) provided information that corroborates that adding emotional elements to customer experience can strengthen the way a business is perceived by the customer.
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