The main purpose of this research is to explore the strategic role of storytelling as a facilitator of the consumer–brand relationship experience through the creation of cognitive, emotional, and behavioural responses. The hypotheses are tested with a dataset of survey data from 323 Portuguese consumers using partial least squares structural equation modelling. Based on social identity ...
A. (2013), “ The impact of storytelling on the c onsumer brand experience: the case of a firm-originated story ” , Journal of Brand Management 20, 283-297 (February/March 2013), doi:10.1057/bm ...
We empirically investigated the impacts of narrative transportation caused through audio-visual storytelling advertising on consumers’ affective, sensory, cognitive, behavioural experiences and ...
the powerful impact of emotional storytelling on consumer loyalty, brands can cultivate a loyal . consumer base by developing stories that reflect the a spirations, challenges, ...
22.3.1 Storytelling Context. Stories are the most common communication format among humans [].In marketing, storytelling is used as a communication tool between brands and consumers and aims to transmit messages by creating a story or imposing a story-like structure on branded content [].Storytelling ads are currently at the centre of marketing and emerged with the aim of organizations to ...
framework, key elements, and effective story telling technics. The methodology and research plan for the study is presented in chapter three. The findings of the study are presented in chapter four, includ-ing insights on the impact of brand storytelling on consumer behaviour and brand perception, as well as effective storytelling methods.
Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior.
storytelling strategies and their impact on consumer perceptions and behaviors. By examining case studies and existing literature, the paper highlights the elements of effective brand storytelling and its significance in the digital age. The findings suggest that storytelling is a powerful tool for creating emotional connections,
Storytelling marketing refers to the process of conveying the experiences that a product, service, or brand can provide to consumers through storytelling, thus making the experiential value more tangible. In brand promotion, storytelling marketing is a commonly used technique. First, consumers are immersed in the plot twists of the story; next ...
The direct impact of consumer storytelling on brand attitude was insignificant. There are not many studies that have empirically examined the comparative performance of CS and BS. The study by Hong et. al., (2021) is arguably the only exception. Contrary to the findings of Hong et. al., (2021), consumer storytelling did not directly impact the ...
The impact of storytelling on the consumer brand experience: the case of a firm-originated story Anna Lundqvist, Veronica Liljander, Johanna Gummerus and Allard van Riel This is a pre-print of an article (prepared by the authors prior to review) published in Journal of Brand Management. The definitive publisherauthenticated version Lundqvist, A ...
The art of storytelling is a potent psychological tool that marketers can harness to draw consumers into a narrative, building emotional connections and driving brand loyalty.
Storytelling is a powerful tool in marketing which can often be underappreciated. Stories have been an integral part of human communication for millennia, and when used effectively, they can play a profound role in influencing consumer behaviour.Today, we will explore how storytelling can captivate your audience, create emotional connections, and ultimately drive consumer actions.
3. Data-Driven Storytelling: Leveraging data analytics to personalize stories can enhance their relevance and impact. Understanding individual customer preferences and behaviors allows brands to ...
the impact of brand storytelling on consumer behaviour and brand perception, as well as effective sto-rytelling methods. The following chapter five discusses the results of the thesis. Chapter six concludes the thesis by summarizing the results and providing ramifications and recommendations for managers
As consumers continue to demand more authentic, emotionally resonant content from brands, storytelling will likely become even more important in the years to come. New Book on Storytelling Marketing:
The empirical study was conducted as an experimental case study of an international cosmetics brand. Case study research often relies on consumer stories (Woodside, 2010), although in this study the focus was on the responses that a firm-created story evokes in consumers.Whereas some researchers claim that findings from case studies cannot be generalized directly to other cases (Stake, 2000 ...
Storytelling is an art that is relevant across various spectrums of our personal and professional lives. What makes this process effective is the way the story comes across, the tone you use, the ...
Dramas can offer a way to break free from everyday monotony and have a significant impact on consumer behavior because they appeal to consumers subjectively and evoke ... S., Behl, A., & Poonia, A. (2024). Impact of digital storytelling on improving brand image among consumers. Journal of Promotion Management, 30(8), 1348–1376. https://doi ...
