The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention

Kang, Jin‐Ae; Hong, Sookyeong; Hubbard, Glenn T.

doi:10.1002/cb.1793

Cited by 141 publications

(116 citation statements)

References 38 publications

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“…WOM is considered as the most influential factor that affects consumer attitudes and behaviour (Kotler and Armstrong, 2018). Several factors are associated with WOM including consumer trust (Brown et al, 2007), products and services (Lee and Youn, 2009), interpersonal closeness (Dubois et al, 2016), brand experience (Klein et al, 2016), brand image (G omez-Su arez et al, 2017), price (Matzler et al, 2019), value creation (Dowell et al, 2019) and consumer emotion (Kang et al, 2020). WOM is an important issue in the current electronic commerce and virtual environment (Moore and Lafreniere, 2020).…”

Section: Word Of Mouthmentioning

confidence: 99%

Consumers' perceptions and responses towards online retailers' CSR

Dang

Nguyen

Wang

2020

IJRDM

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PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.

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Section: Word Of Mouthmentioning

confidence: 99%

Consumers' perceptions and responses towards online retailers' CSR

Dang

Nguyen

Wang

2020

IJRDM

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“…Henceforth, narrative ads must be investigated in the case of Generation Z as they are an upcoming larger market segment. More and more brands are using narrative advertising to trigger emotional responses in their audience and given the Gen Z online traits and habits, the narrative advertisement could be useful to capture their attention [15][16][17]. The effect of both eWOM and narrative advertisements simultaneously on purchase intentions needs to be measured as both constructs have different conceptions and themes.…”

Section: Introductionmentioning

confidence: 99%

Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?

2020

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Digital platforms have made Generation Z able to listen to the story from both sides, i.e., the brand’s promotional messages, and the consumers’ experiences. To capture an audience’s attention on endless entertainment and informational platforms, narrative advertisement is deployed to trigger emotions and feelings. As digital communities continue to grow, both brands and consumers are using narrative advertising to share their opinions. Hence, the purpose of this research was to investigate how the upcoming generation of consumers will be affected by the two information sources, i.e., the brands via narrative advertising, and peer consumers through electronic word-of-mouth (eWOM). Furthermore, the mediated role of persuasion knowledge was examined among the constructs. Theoretical foundations were empirically tested using quantitative research analysis. The data was collected from a sample of 304 Generation Z respondents from Pakistan. Structural equation modeling (SEM) using AMOS 22.0 was executed to determine cause and effect relationships. This study offers new evidence regarding the effective mobilization of eWOM and narrative advertising in the context of Generation Z. The results indicate narrative advertising to have strong effects on Generation Z purchase intentions as compared to eWOM.

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“…Estudos de Kang et al (2020) mostram que os indivíduos interpretam as histórias de forma diferente, na publicidade com storytelling imaginam-se como personagens da história e atribuem-lhes significado. Existe uma relação entre a narrativa e a sua associação a respostas emocionais e word-of-mouth que o anúncio provoca (Kang et al 2020). A experiência de ativar a imaginação dos consumidores chama-se "Transporte para a Narrativa" (van Laer et al 2014) e faz com que os consumidores deem sentido ao seu mundo (Escalas 2004).…”

Section: Publicidade E Storytellingunclassified

“…Considerando que a interpretação das histórias publicitárias varia de acordo com as características dos indivíduos (Kang et al 2020), este estudo objetiva analisar a perceção e o transporte para a narrativa considerando as variáveis género, ocupação profissional, habitações literárias e idade dos participantes. Além disso, procura-se também estudar a diversão enquanto emoção gerada pelo vídeo apresentado.…”

Section: Abordagem Metodológicaunclassified

A perceção dos indivíduos sobre um vídeo publicitário

Ferreira

Santos

Santo

2021

A|C

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Over time, brand communication has changed. Nowadays, there are several ways that companies use to transmit their message to the public. The current context of communication reflects an unquestionable need for brands to distinguish themselves. To that end, they design videos to attract their customers, since the symbiosis between the structure and the narrative´s elements is a powerful tool to convey information about the brand.In this sense and considering that when transported to a narrative the members are less critical, the aim of this study is to identify a relationship between sociodemographic characteristics of participants and the “narrative structure”, “joy” and “transportation” of the video ad.The object of this study is the video ad “Cara de Beirão” published by the portuguese brand “Licor Beirão”. It was used as a data collection tool an online questionnaire, previously validated by experts. The sample of this study is composed by 319 individuals.The results show that “narrative structure”, “joy” and “transportation” of the advertising are influenced by gender, academic qualifications, professional status and age. This work offers important contributions to the brand’s marketing strategies.

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The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention

Cited by 141 publications

References 38 publications

Consumers' perceptions and responses towards online retailers' CSR

Consumers' perceptions and responses towards online retailers' CSR

Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions?

A perceção dos indivíduos sobre um vídeo publicitário

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