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The Power of Consumer Stories in Digital Marketing

May 12, 2017 | Renee Richardson Gosline, Jeffrey Lee, Glen Urban | Marketing

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.

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