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An empirical study involving 368 subjects was conducted to test this model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results indicated that the elements of storytelling blogs, \u201cperceived aesthetics\u201d, \u201cnarrative structure\u201d, and \u201cself\u2010reference\u201d, can indirectly influence readers\u2019 intention through empathy and attitude. In particular, \u201cperceived aesthetics\u201d had the strongest direct effect on attitude and total effect on intention. Nevertheless, the control variables, age, gender, and frequency of searching for information about travel online, did not influence the intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The proposed framework can be used by enterprises to develop storytelling blogs for marketing their products. Blog design needs to consider aesthetics, narrative structure, and relevance to readers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The paper contributes to a deeper understanding of the influence of storytelling blogs from a heuristic perspective.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662241311313303","type":"journal-article","created":{"date-parts":[[2013,3,26]],"date-time":"2013-03-26T10:13:36Z","timestamp":1364292816000},"page":"160-182","source":"Crossref","is-referenced-by-count":87,"title":["The influence of the components of storytelling blogs on readers\u2019 travel intentions"],"prefix":"10.1108","volume":"23","author":[{"given":"Kuo\u2010Lun","family":"Hsiao","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hsi\u2010Peng","family":"Lu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wan\u2010Chin","family":"Lan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022030820195469200_b1","doi-asserted-by":"crossref","unstructured":"Andreu, L., Kozac, M., Avci, N. and Cifter, N. 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