Drivers and consequences of business-reference-content (BRC): the role of narrative transportation in B2B communication
COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducin...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2021-09-01
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| Series: | Journal of Business Economics and Management |
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| Online Access: | https://journals.vgtu.lt/index.php/JBEM/article/view/15527 |