According to the International Telecommunications Union, the percentage of the population that uses the Internet in developed countries reached 80.9% in 2018.

The population of Internet users has grown at remarkable rates worldwide in recent decades. The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Ĭopyright © 2021, Evmorfia Karampournioti and Klaus-Peter Wiedmann License

(2022), 'Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention', Internet Research, Vol. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers.

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