The DOI matches its Crossref record; 44 of the 44 references it cites were found in a registry or an index.
The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention
Abstract
This experimental study with a national online sample (n = 300) tested the effects of storytelling in radio advertisements on participants' positive emotional responses and intentions to share information about the product, depending on audiences' narrative engagement level. Treatments included a commercial for a fictitious brand of luggage using a story told by the founder of the company, another version of the same commercial manipulated so the speaker was a customer of the company, and a control stimulus consisting only of information about the product. Results showed that narrative transportation and narrative preference are positively associated with favorable responses toward ad. Stories elicited more favorable emotional responses and had some effect on participants' intention to share information about the product by word‐of‐mouth. This was especially true among participants hearing the founder's story. Results support previous assumptions about the power of storytelling in advertising, including distinctions regarding the identity of the speaker (founder vs. customer).
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What Makes Online Content Viral?
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Reading for the plot : design and intention in narrative
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Metadata
- Authors
- Kang, J., Hong, S., & Hubbard, G. T.
- Venue
- Journal of Consumer Behaviour
- Publisher
- Wiley
- Published
- 2020-01
- Volume
- 19
- Issue
- 1
- Pages
- 47-56
- ISSN
- 1472-0817 (ISSN-L)
- 1479-1838
- OpenAlex
- W3000745483
- Cited by
- 268
- References
- 44
- FWCI
- 262.72
- Type
- journal article
- Language
- en
- Open access
- closed
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- Kang, J., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.1793
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