How stories generate consumer engagement: An exploratory study

Building theories from case study research

Kathleen M. Eisenhardt · STUDI ORGANIZZATIVI · 2009 · 11.4K citations

Education, Psychology, Case Management +13

Acts of meaning

Choice Reviews Online · 1991 · 8.2K citations

Humanities, Philosophy, Psychology +15

Social media: The new hybrid element of the promotion mix

W. Glynn Mangold, David J. Faulds · Business Horizons · 2009 · 4K citations

Business, Marketing, Marketing Management +16

The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

Robert V. Kozinets · Journal of Marketing Research · 2002 · 3.9K citations

Social Sciences, Marketing, Marketing Management +13

The role of transportation in the persuasiveness of public narratives.

Melanie C. Green, Timothy C. Brock · Journal of Personality and Social Psychology · 2000 · 3.6K citations

Social Sciences, Communication, Social Psychology +12