Abstract

Narrative persuasion utilizes storytelling techniques to convey messages, build emotional connections, and shape perceptions. When managers apply narrative persuasion in their responses to product reviews, they humanize the brand and foster deeper customer engagement. By sharing stories that reflect the company's values, mission, and commitment to customer satisfaction, managers can transform routine interactions into compelling narratives that resonate personally with customers. Customers who view a brand as authentic and empathetic are likelier to engage positively, leave favorable reviews, and recommend the brand to others. This study examines the effectiveness of managers' response styles to product reviews, a crucial factor in shaping product reputation and enhancing customer engagement. By leveraging narrative and persuasive theories, the research explores the use of narrative and persuasive writing in manager responses through large language models. The findings show that aligning response strategies with the issues highlighted in product reviews and employing narrative persuasion techniques in manager responses significantly enhance product reputation.

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