Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

Dessart, Laurence

doi:10.1016/j.ijresmar.2017.12.009

Cited by 105 publications

(106 citation statements)

References 60 publications

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“…This ad gathered 29 million views in two weeks. Advertisers also need to be aware that when they use inanimate objects or animals in ads, the characters might play a lesser role in consumer responses (Dessart, 2018) and hence in CE. Furthermore, advertisers may foster the emotional connection with the branded story by modulating the dramatic intensity along the plot that builds up to a climax.…”

Section: Implications For Research and Storytelling Strategymentioning

confidence: 99%

How stories generate consumer engagement: An exploratory study

Dessart

Pitardi

2019

Journal of Business Research

Self Cite

103

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Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1,000 rich comments offered in four languages − to digital videos posted on YouTube by the brand Dove. Findings reveal that story plot, characters, and verisimilitude trigger consumer engagement by activating cognitive, emotional, and behavioral responses in a certain sequence and with variable intensities and valences. The results, as well, show the important interactive aspect of story-based engagement. The paper contributes to CE research by offering a framework linking branded storytelling with CE, which is applicable by managers to design effective storytelling content.

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Section: Implications For Research and Storytelling Strategymentioning

confidence: 99%

How stories generate consumer engagement: An exploratory study

Dessart

Pitardi

2019

Journal of Business Research

Self Cite

103

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“…Stories are imperative in providing destination brands with uniqueness, personality, and an emotional connection (Bierman 2012; Fog, Budtz, and Yakaboylu 2005; Hosany et al 2017). In online spaces, storytelling boosts the persuasive impact of brands, which drives consumers into action (Dessart 2018; Pera and Viglia 2016; Van Laer, Feiereisen, and Visconti 2019). Storytelling is therefore useful in the context of influencing social media users’ perceptions and guiding their cocreative activities.…”

Section: Introductionmentioning

confidence: 99%

The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

Lund

Scarles

Cohen

2019

Journal of Travel Research

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Social media users are increasingly harming destination brands through their posts. This article examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danish destination management organization (DMO) VisitDenmark, the article investigates the prospective ways in which social media users co-destroy the DMO’s brand. We demonstrate how value creation is a fluid process generated along a “brand value continuum,” as complex interplays between co-creation and co-destruction manifest through user-generated content. The article provides recommendations on how DMOs can counter co-destruction by using storytelling to influence perceptions and set agendas for user conversations that stimulate brand co-creation.

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“…Second, a qualitative approach to explore the storytelling elements in self-presentations (e.g., Pera, Viglia, and Furlan 2016) could provide more fine-grained data pertaining to the structure plot of presentations and go beyond a mere analysis of content. Storytelling is central to a deeper understanding of consumer psychology (Bahl and Milne 2010; Dessart 2018; Escalas and Stern 2003). Third, our sample only spans two Western cities; it would be interesting to include destinations where hosts have different cultural backgrounds.…”

Section: Discussionmentioning

confidence: 99%

Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue

García¹,

Gallego

Viglia³

et al. 2019

Journal of Travel Research

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Online peer-to-peer platforms empower individual users and facilitate value-oriented exchanges. Personal profiles are the main point of contact with consumers on these platforms. Although individual sellers can use these profiles to market their own products, the optimal communication strategies that maximize their revenues remain uncertain. In line with construal-level theory, a self-presentation strategy that reduces social distance might increase sellers’ revenues. An empirical validation, based on 6,074 Airbnb listings, affirms that self-presentation that evokes social values leads to higher revenues. The length of the self-presentation also exerts a notable impact. Specifically, an inverted U-shaped effect on revenues reaches its peak at 424 words. This research has rich managerial implications, in that it demonstrates how sellers on peer-to-peer platforms can increase their revenues simply by emphasizing social values in their self-presentations.

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Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

Cited by 105 publications

References 60 publications

How stories generate consumer engagement: An exploratory study

How stories generate consumer engagement: An exploratory study

The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue

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