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This paper brings attention to the role of hybrid middle managers. In particular it explores the relationship of organisational purpose and role requirements.

The primary research question for the original research was: What does it mean to hybrid managers to lead and deal with imposed changes (restructuring) to services? A novel narrative approach based on a synthesis of Czarniawska, Gabriel and Boje was applied. Accounts from interviews were condensed into narratives by initially using the categories defined by Gabriel (2000) as epic, tragic, comic and romantic and then further categorised into stories, themes and a serial (Czarniawska, 1997). The final stage of the three-way synthesised narrative approach incorporated Boje’s (2001) notion of “antenarrative” to include pre-emplotment elements.

Four narratives are provided that give insight to the nature of the struggles the hybrid middle managers were in the midst of. A struggle to address incongruent demands being placed on them that cause tension with their sense of purpose, organisational goals and their hybrid clinical roles and management roles. In the midst of these struggles the narratives illustrate the dynamic of ethical resistance that seeks a way forward. However, this appears to come at a health and well-being cost to the middle managers.

The paper offers up the notion of an added third bind to the traditional double, that of “ethical resistance”, a struggle to align organisational purpose with clinical and management role requirements. Theorising this third bind provides a new insight into understanding the context and dynamics of the hybrid middle manager role and behaviour. Indeed, the idea of ethical resistance may cause a revision of how resistance is understood.

This research aims to explore and theorize the role of embodied practices – orchestrated by service providers – in the social production of servicescapes. It is claimed that the social character of the servicescape is shaped not only by narratives and materialities but also through the body. Bodily physical behaviors like physical movements in space, gestures, facial expressions, postures and tactile engagements with the surrounding materiality constitute a body language that conveys information and expresses meanings. In this kinetic capacity, the body becomes a building agent in the social constitution of the servicescape. As the author empirically demonstrates in the context of city tourism with diverse experiential opportunities, it is due to the body’s discriminatory orientation, walking, looking, pointing and acting in selective ways that the city emerges as a servicescape of particular kind.

Market-oriented ethnography was conducted in Saint Petersburg, Russia, where the author observed the guiding practices of tour guides leading international tourists during two-day city excursions.

This research identifies and unpacks three clusters of embodied practices deployed by service providers as they guide customers at the servicescape: spatializing, emplacing and regulating. The role of the body and its association with narratives and materialities is identified in each cluster.

A number of embodied practices are provided for use by contact employees as they guide customers in the servicescape. Specific guidelines are also offered to service providers for the strategic employment of body language, their training is navigational skills and the coordination of body, narratives and materialities.

This study extends current materialistic and communicative approaches on the construction of servicescapes by claiming that the servicescape in not only a physical and narrative construction but something that is also configured through the body; provides three clusters of embodied practices deployed by service providers; theorizes the intertwined nature of narratives, materiality and the body; defines servicescapes as dynamic socio-spatial entities emerging from the constant {narrative-material-body} arrangements orchestrated by service providers; and sheds light on the mediating role of the body in the social production of servicescapes.

Resilience of long-lived family businesses has been widely acknowledged but the mechanisms enabling longevity need to be further investigated. This can be done by examining how narratives about crisis situations are processed in family firms.

Based on narrative interviews, this qualitative study examines how crisis situations have been dealt with and narrated by long-lived German family firms.

Narratives of survival can have a strengthening effect so they become also narratives for survival. The analysis reveals how the constructive management of crises contributes to emotional attachment, identification and commitment and also strengthens resilience and longevity.

The study contributes to narrative identity theory by answering calls for narrative analysis and capturing the influence of narratives on family firms and business families. The discussion of the findings leads to the narrative processing model showing how past crises are processes to gain identity and resilience in the future and how the business family can influence this process.

This paper attempts to conceive the “narrated event” by considering the use of open‐ended a‐synchronous “blogs” in a current PhD study looking at the perceptions of 30 senior secondary students over their final year of secondary schooling.

The paper discusses the role of identity‐play in the construction of narrative accounts and specifically, how those accounts, when solicited in a blog study, might come to represent a “performance” of the narrator.

The implications of how we, as qualitative researchers, obtain our data places limitations on what kind of voice we allow the subjects of our enquiry. “Agency” requires dialogic interaction which “brings self and other together so that they may question, debate, and challenge one another” (Conquergood). Not only the ear, but also the voice of the listener thus bind the extent to which the subject can narrate their own stories. Thus, the subject is reflective, she constructs a dialogue where “underneath the self which acts are little selves which contemplate and which render possible both the action and the active subject” (Deleuze).

By employing dialogic/performative narrative methods (Riessman), along with online methods (Fielding), this paper positions online blogs within the broader methodological discussions around identity and narrative by facilitating a conversation between subjectivity, trustworthiness, the value of blogs as meaningful data, and how a conceptualisation of blogs as narrative performance helps give agency to those “tellings”.

The purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”. The aim is to comprehend how transportation influences users’ experience and their responses to the brand, with particular focus on brand attitude and WOM. The study also explores the role of interactivity in brand storytelling and its effects on transportation and user engagement.

Four experiments were conducted to sequentially test the proposed hypotheses. Each experiment involves ad hoc gamified brand stories for different product categories (wine, museum, glasses and frozen fruit).

Findings indicate that including gamification elements in brand stories heightens narrative transportation and enhances the information obtained by users as well as their entertainment. Users thus respond more positively to the brand in terms of attitude and WOM. The study also reveals that high levels of interactivity in the game may actually decrease narrative transportation in the story, although this is offset by the perception of greater entertainment.

This research contributes to current understanding of brand storytelling and its impact on branding. It highlights the importance of offering users a gamified experience that can provide them with information about the brand whilst also offering them entertainment. The results also hold implications for gamification literature by emphasizing the need to ensure a balance between game and story vis-à-vis enhancing the impact of gamified storytelling on brand response.

Narrative disclosures offer further elucidation of a company's financial performance beyond what is presented in numerical format. This can assist stakeholders in gaining a deeper comprehension of the elements that impact reported earnings, thereby improving the quality of financial information. The current research explores the impact of narrative disclosure on the earnings quality of firms listed on the Amman Stock Exchange (ASE).

Appropriating an index to measure the narrative disclosure level in the research sample firms, the research utilizes an analysis of the textual content of nonfinancial reports and statements issued by the management of the ASE-listed nonfinancial firms between 2013 and 2022. The financial statements issued in the annual financial reports are also adopted to extract data on earnings quality and the controlling variables. The analysis of the data and attainment of the findings necessitate using the panel data.

It is indicated that narrative disclosure affects earnings quality. To be precise, the greater the narrative disclosure, the lower the absolute value of the voluntary discretionary accruals and thus the higher the quality of accounting earnings.

The findings contribute to new research on disclosure issues, particularly narrative disclosure, which enhances reader confidence in financial and nonfinancial reports and prevents misleading and manipulated information.

This research helps decision-makers understand the relationship between reports, statements and earnings quality in a firm. It's unique in exploring this relationship, especially in developing countries. The study is the first of its kind in Jordan, known for its economic stability and strategic location in the Middle East, making its findings applicable to similar environments.

Storytelling-driven messaging for luxury hotels is a robust social media marketing strategy to boost electronic word of mouth (e-WOM) and induce visit intention. This paper focuses on individual-related characteristics related to imagery processing and explores their relationship with brand trust and narrative transportation. Gender is examined for its potential moderating impact on relationships revolving around e-WOM intent formation.

This study employs the partial least squares-structural equations modelling (SEM) and multi-group analyses (MGA) approaches to examine consumer responses to luxury hotel brands’ Instagram marketing. Data from 268 responses to an online survey was analyzed on Smart PLS4.

Results confirm that comprehension fluency, imagery fluency and narrative transportation are predictors of brand trust. Additionally, brand trust and narrative transportation impact e-WOM intention. The impact of narrative transportation on e-WOM intention is relatively stronger in men; while women exhibit a stronger impact of brand trust on e-WOM intention.

It is recommended that luxury hotel brands create content which is easy to comprehend and also capable of inducing mental imagery, to boost the narrative transportation effect. Content should be tailored to target specific gender segments to enhance e-WOM effectiveness. Detailed strategies for segment-specific content are discussed in the paper.

This study demonstrates how gender differences shape consumer responses to brand storytelling on Instagram, particularly for luxury hotels, filling a notable gap in extant literature.

In this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.

In the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.

It is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.

This research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.

A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data.

The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise.

This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study.

To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.