Impact of Social Media Storytelling on Moroccan Consumer Behavior

Impact of Social Media Storytelling on Moroccan Consumer Behavior

This article explores the impact of social media storytelling on the behavioral patterns of Moroccan consumers, through four key hypotheses related to purchase intention and its drivers. This study makes the claim that social media storytelling, emotional appeal, usage frequency and alignment with n...

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Bibliographic Details
Main Authors: Haitham Nahi, Evrim İldem Develi
Format: Article
Language:English
Published: Collaboration (Ömer ÖZKAN, Murat Çemberci, Mustafa Emre Civelek, Nagehan Uca, Okşan Kibritçi) 2023-12-01
Series:Journal of International Trade, Logistics and Law
Subjects:
social media marketing
storytelling marketing
consumer behavior
purchase intention
Online Access:http://www.jital.org/index.php/jital/article/view/427

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