“…An emotive narrative aims to engage consumers (Hong et al, 2022), awaken their emotions (Sarkar et al, 2018), build credibility (Gilliam & Flaherty, 2015), and connect them to other consumers (Pan & Chen, 2019), enhancing their understanding, imagination, and experience (Dogan & Kan, 2020). The consumer understands storytelling through both intra‐story (meaning, structure, and internal aspects) and inter‐story (organization, society, and relationship) analysis (Chautard & Collin‐Lachaud, 2019).…”