Storytelling in Advertising: From Narrative to Brand Distinctiveness

Santos, Sara; Santo, Pedro Espírito; Ferreira, Sónia

doi:10.1007/978-3-030-61671-7_48

Cited by 7 publications

(1 citation statement)

References 28 publications

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“…Researchers have observed that narrative transportation elicits powerful emotive reactions and reduces negative cognitive response, which makes it compelling (Green & Brock, 2002;Santos, Espírito Santo, & Ferreira, 2021). During persuasion through a narrative persuasion, the audiences tend to be swayed with feelings exceeding those powerful assumptions supported by facts presented.…”

Section: Narrative Transportationmentioning

confidence: 99%

السرد القصصي للعلامة التجارية عبر الفيديو في اتصال العلامة التجارية الافتراضي:

الشربيني

2024

المجلة العلمية لبحوث الإذاعة والتلفزيون

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Storytelling is in the heart of our daily life which allows individuals to comprehend the surroundings and correlate with each other. In the digital age, video brand storytelling has emerged as a crucial means for organizations and marketers. It has become a popular and affordable innovative method of getting people to interact with a business that is being marketed. Video storytelling advertisements, as opposed to conventional print and television advertising, have the power to influence customers with a genuine and captivating brand narrative, leading to positive branding results. With the expansion of online video platforms and shifting consumer interaction dynamics, it is critical to comprehend the impact and effectiveness of video brand storytelling in a variety of settings. This study provides an examination of the published studies exploring the concept of video brand storytelling as a successful tool for brand communication in the digital context.

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Section: Narrative Transportationmentioning

confidence: 99%