Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7240488 | International Journal of Research in Marketing | 2018 | 51 Pages |
Abstract
The growing use of storytelling as an advertising strategy for brands online poses the question of their relative effectiveness compared to more factual types of ads. In this context, this article focuses on the role of character identification and character type in the effects of narrative transportation that occur from storytelling ads. Using four experimental studies in two different contexts, two brand types, and two character types (human versus animal), the findings present a cautionary tale for the use of storytelling. By generating higher levels of narrative transportation, storytelling video ads can reduce character identification, which results in an overall decrease in positive attitude toward the brand, when using animal characters. These main findings are nuanced in the presence of joyful emotions. Implication for research and practice are discussed.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Dessart Laurence,