Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement

Coker, Kesha K.; Flight, Richard L.; Baima, Dominic M.

doi:10.1108/jrim-05-2020-0115

Cited by 39 publications

(29 citation statements)

References 54 publications

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“…Given that food consumption is experiential and highly associated with consumer emotions, salient psychological benefits associated with the consumption experience would increase consumer willingness to purchase healthy food [14]. Establishing interactive communication between marketers and consumers through social media marketing and livestreaming is an effective communication approach to engage consumers and enhance consumer purchase intention [63].…”

Section: Strategic Impactions For Marketers and Policy Makersmentioning

confidence: 99%

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

et al. 2022

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Dietary choices, as the types and amounts of foods that individuals consume, are a major determinant of human health and environmental sustainability. From a marketing perspective, it becomes imperative to identify and understand the factors that motivate consumers to adopt a sustainable diet and purchase healthy food. This research is an attempt to contribute to the literature by revealing the major driving forces leading to healthy food consumption and identifying its underlying mechanism. Based on a survey of the diets and lifestyles of 307 Chinese consumers in several cities of the Jiangxi and Guangdong provinces, our empirical results indicate that consumer health consciousness is a major predictor of the intention to purchase healthy products. Such a relationship is explained by the psychological benefits associated with the consumption experience and the perceived naturalness of the product. Moreover, a high perceived nutritional value will enhance the mediation influences of the psychological benefit and the perceived naturalness on purchase intention while a low perceived nutritional value tends to negate such an impact.

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Section: Strategic Impactions For Marketers and Policy Makersmentioning

confidence: 99%

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

et al. 2022

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“…The stronger the attraction of the anchor, the easier it is to establish a good interpersonal relationship with the consumers who watch the live stream, which is conducive to the audience’s love and identification with the anchor and their products. Other studies suggest that digital video storytelling is more attractive to consumers ( Coker et al, 2021 ). In the virtual live stream scene with a good audio-visual effect and a symbolic anchor image, it is easier for the audience to get an immersive aesthetic experience, and it is also easier to produce a sense of engagement and pleasing pleasure, to produce a flow experience.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

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“…Pasta rasis aspektas ypač svarbus, nes, siekiant didinti neutralumo klimatui priimtinumą visuomenė je, būtina užtikrinti žinutės sklaidos ir vartotojų įsitraukimo mastą [30]. Kita vertus, nors istorijų pasakojimas skatina teigiamą visuomenės atsaką ir gali lemti reikiamus elgesio pokyčius, tai vis dar labiau teorinio lygmens teiginiai, kurie stokoja empirinio patikrinimo [31].…”

Section: Teorinės Ir Tyrimo Prieigos Pasirinkimasunclassified

Increasing the acceptability of climate neutrality in society

Laurynaitytė¹,

Pažėraitė²

2023

energetika

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Climate change is seen as a matter of urgently needed decisions and broad public involvement. A climate- neutral society is what the European Union and other developed countries are striving for. At first glance, most members of societies in these countries support or tend to support the idea of climate neutrality. The latter idea can be reached by proper sorting of waste, its further use thus meeting the principles of circular economy, conversion of waste that cannot be re-used into energy, energy saving, responsible and sufficient consumption, and similar actions. However, the trend when members of society are reluctant to engage, proactively and to a large extent, in the pursuit of a climate-neutral idea is common to many countries. Research shows that quite often proactive involvement is hampered by a lack of understanding of this idea and a lack of conscious acceptance. Modern marketing supports storytelling. Therefore, it is a way to educate, provide knowledge, understanding, acceptance, and share the same idea of being climate-neutral with other members of society. This could increase the acceptability of the idea and facilitate its dissemination at a later time. However, there is a lack of scientific evidence to state this as there is not much research in this area, especially in the field of energy. Therefore, the aim of the study is to determine the important issues in increasing the acceptability of a climate-neutral society through storytelling. The approach of qualitative research was chosen to achieve the aim. This was due to the desire to display, in various ways, the phenomenon as such, the potential links between the phenomenon and other variables studied, and to formulate insights and further research directions. An analysis of the results of the study suggests that storytelling could be effective in increasing the acceptability of climate neutrality in society. With the help of storytelling, the acceptance of ideas of climate neutrality can be effectively raised by employing positive emotions, empathy, and certain determined values. Storytelling is a way to establish long-term positive attitudes toward the ideas of a climate-neutral society, as it is much easier to overcome mistrust, provide knowledge and convey a key message. Research has also shown that the use of storytelling can be a more effective tool than conventional informational or action-promoting advertising. This leads to the assumption that it is reasonable to expect that storytelling can both increase the acceptability of a climate-neutral society and ensure that this effect will be long-lasting.

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Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement

Cited by 39 publications

References 54 publications

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Increasing the acceptability of climate neutrality in society

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