Rational vs. emotional appeals: The effect of storytelling on responses in B2B e-mail marketing

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Keywords	elaboration likelihood model, persuasion, marketing, B2B, e-mail, storytelling
Thesis Advisor	Jansen, Justin, Klopf, Patricia
Persistent URL	hdl.handle.net/2105/77867
Series	Strategic Entrepreneurship
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Blažević, Matteo. (2025). Rational vs. emotional appeals: The effect of storytelling on responses in B2B e-mail marketing. In Strategic Entrepreneurship.http://hdl.handle.net/2105/77867

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