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Stories that SELL, stories that TELL

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Abstract

Investigates the place that storytelling has in company communications, and states that storytelling has a wide and varied range of applications. Gives various organizations’ views on where storytelling adds value and how leaders can use this better to develop their organizations in this global world. Sums up that bonds thus created provided better returns on both personal and organizational levels.

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... The stories can bring the brand and the customer closer together, encouraging active and loyal consumers, thanks to the emotional relationship promoted by them (Ballester & Sabiote, 2016, Kaufman, 2003. The importance and influence of stories and, consequently, narrators in society is undeniable, several areas recognize this fact and try to capitalize and introduce, in different ways, stories in a business environment (Kaufman, 2003). ...
... The stories can bring the brand and the customer closer together, encouraging active and loyal consumers, thanks to the emotional relationship promoted by them (Ballester & Sabiote, 2016, Kaufman, 2003. The importance and influence of stories and, consequently, narrators in society is undeniable, several areas recognize this fact and try to capitalize and introduce, in different ways, stories in a business environment (Kaufman, 2003). ...
... The strategy of using the storytelling format in advertising texts, as a way to strengthen the consumer's connection to the brand, has proven to be effective (Ballester & Sabiote, 2016;Kaufman, 2003). Advertising texts, in this format, have the ability to transform information into a compact message 15 that remains in memory (Adaval & Wyer, 1998). ...
Thesis
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This paper proposes an approach that takes as its starting point the audiovisual language and the reminiscences of cinematic grammar. We hope to answer the question of whether language, syntax and filmic semantics are present in storytelling advertising campaigns and whether they update themselves in the strands of crossmedia and transmedia. Likewise, it is also intended to verify the extent to which cinematographic reminiscences are evidenced, in particular, in the texts that can be recognized in the category we are now analyzing. Using a qualitative approach to a case study, in the strand of Interpretationism, we will aim to read the filmic text To Give More (2018) directed by Rune Milton for the Elkjøp brand, which we took as an example for research. To this end, we are guided by Peirce's (1999) semiotics, the concept of intertextuality proposed by Kristeva (1978) and the filmic studies developed by Deleuze (2004). To complete the investigation, the results of the semiotic analysis of the object of study will be compared with a set of cinematographic texts evoked symbolically in the advertising narrative, in terms of content and expression. We argue for the relevance of this work because we consider that, although cinematic grammar was been present in advertising language (in particular in audiovisual advertisements) there tends to be a tendency that joins a strand of the visual expression of audiovisual grammar with the dramaturgical narrative form that accompanies cinema since Méliès. In this regard, we argue that the originality of the present work lies in the language of audiovisual advertising, in exploring and highlighting the cinematic reminiscences of canonical works of cinema.
... As estórias desempenham a função de aproximação entre a marca e o cliente, fomentando consumidores ativos e fiéis, graças à relação emocional promovida pelas estórias (Ballester & Sabiote, 2016, Kaufman, 2003. É inegável a importância e influência das estórias e, consequentemente, narradores na sociedade, sendo que várias áreas reconhecem este facto e tentam capitalizar e introduzir, de diversas formas, as estórias em ambiente de negócios (Kaufman, 2003). ...
... As estórias desempenham a função de aproximação entre a marca e o cliente, fomentando consumidores ativos e fiéis, graças à relação emocional promovida pelas estórias (Ballester & Sabiote, 2016, Kaufman, 2003. É inegável a importância e influência das estórias e, consequentemente, narradores na sociedade, sendo que várias áreas reconhecem este facto e tentam capitalizar e introduzir, de diversas formas, as estórias em ambiente de negócios (Kaufman, 2003). ...
... A estratégia de utilização do formato storytelling nos textos publicitários, como forma de fortalecer a ligação do consumidor à marca, tem provado ser extremamente eficaz (Ballester & Sabiote, 2016;Kaufman, 2003). Os textos publicitários, neste formato, têm a capacidade de transformar a informação numa mensagem compacta 18 e memorável (Adaval & Wyer, 1998). ...
Thesis
O presente trabalho propõe uma abordagem que toma como ponto de partida a linguagem audiovisual e as reminiscências da gramática cinematográfica. Esperamos responder à questão: a linguagem, a sintaxe e a semântica fílmica estão presentes nas campanhas publicitárias em formato storytelling e estas atualizam-se nas vertentes crossmedia e transmedia. Igualmente, pretende-se ainda verificar em que medida as reminiscências cinematográficas são evidenciadas, em particular, nos textos que podem ser reconhecidos na categoria que analisamos agora. Com recurso a uma abordagem qualitativa de um estudo de caso, na vertente do Interpretacionismo, é nosso objetivo proceder-se à leitura do texto fílmico da campanha publicitária To Give More (2018) com a direção de Rune Milton para a marca Elkjøp, que tomámos como exemplo para a investigação. Para tal, guiamo-nos no domínio da semiótica de Peirce (1999), do conceito de intertextualidade proposto por Kristeva (1978) e dos estudos fílmicos desenvolvidos por Deleuze (2004). De modo a completar a investigação, proceder-seá ainda ao confronto dos resultados da análise semiótica do objeto de estudo com um conjunto de obras cinematográficas evocadas simbolicamente na narrativa publicitária, a nível de conteúdo e expressão. Defendemos a sua pertinência por considerarmos que, ainda que a gramática cinematográfica tenha sido presente à linguagem publicitária – em particular nos anúncios audiovisuais – tende a verificar-se uma tendência que une uma vertente da expressão visual da gramática audiovisual à forma narrativa dramatúrgica que acompanha o cinema desde Méliès. Nesse aspeto, defendemos que reside a originalidade do presente trabalho: na linguagem dos anúncios publicitários em suporte audiovisual, explorar e evidenciar as reminiscências cinematográficas de obras canónicas do cinema.
... Based on the premises of the narrative paradigm theory (NPT) [11], scholars have mostly defended that discourse will always tell a story and insofar as it invites an audience to believe it or to act on it, the narrative paradigm and its attendant logic, narrative rationality, are available for (better) interpretation and assessment. Therefore, narrative discourses are expected to report better outcomes for companies than expositive discourses [12][13][14]. Nonetheless, the empirical evidence along this line of research is largely inconclusive [15], with studies alternatively demonstrating the superior performance of expositive [16] or narrative [15] discourses, or even showing mixed results within the same experiments [17]. ...
... Expositive (semantic, rational, or nonnarrative) perspectives on communication include "self-evident propositions, demonstrations, proofs, and verbal expressions of certain and probable knowing" [7]. Thus, exposition mainly bases on the description of rational arguments, statistics, numbers, names, and facts [12]. Expositive messages do not go any deeper into the reality behind those numbers and they avoid emotional connotations as much as possible [9]. ...
... Based on the narrative paradigm theory (NPT) [11], previous research has mostly defended that people tend to think narratively more than paradigmatically or in an expositive way [20]. Therefore, narrative discourses are expected to lead to better audience responses than expositive discourses [12][13][14]. Consisting of a sequence of story-understanding-shared meaning, storytelling, materialized in a compelling story, gains access to the mind and sensations of those who are listening or watching, enriched in their learning and feelings. This connection provokes empathy and, therefore, it allows the audience to understand and be sensitive to the experience that they are being told about, which derives into better attitudes and allows the formation of stronger relationships and engagement [28]. ...
Article
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In a context of corporate social responsibility (CSR) communication, we explore whether the use of expositive versus narrative discourses interacts with the type of service commercialized by the company (utilitarian vs. hedonic) to determine consumer perceptions and responses to corporate communication. Our main proposal is that, as representative examples of utilitarian services, banking companies would benefit significantly from communicating their CSR efforts with expositive discourses, whereas narrative discourses would be more adequate for hedonic services (e.g., catering). To test the research hypotheses, we use a 2 (expositive/narrative discourse) x 2 (utilitarian/hedonic service) between-subjects experimental design where we expose 302 consumers to different combinations of CSR messages and we evaluate changes in their message attributions and internal and external responses to them. The findings show that the interaction effect is significant and it works in the expected direction for issue importance, CSR fit, and CSR attributions. However, for CSR impact, attitude, trust, purchase, and advocacy intentions, the findings suggest that narrative discourses work better than expositive discourses both for utilitarian and hedonic services. No significant differences between types of discourses are observed for CSR motives, CSR commitment, and CC identification and the interaction effect is also not significant for these variables.
... Rowe, Shores, Mott, & Lester, 2011) as well as to highlight and reward role models (Smith, 2002). They are also particularly effective in articulating and preserving coherent and credible accounts of actions through stories of lessons learnt from past projects and for enabling change by overcoming resistance (Kaufman, 2003). ...
... Irrespective of the manner in which they are used, narratives can provide numerous benefits to leaders and researchers as tools that help reinforce lessons learnt through sharing of mistakes as well as success stories both of which enable the effective transmission of valuable knowledge that empowers organizations and lead them towards innovation (Kaufman, 2003;Kaufman, 2011). In recent decades, scholars have used narratives to enhance their understanding of diverse experiences and their meanings in a variety of contexts. ...
... Additionally, it has been suggested that a narrative makes a topic much more real to the audience because it reframes the argument as a relatable message (Kaufman, 2011). Narratives have been deployed as an effective means of understanding organizational failures and mistakes (Kaufman 2003;Schreyogg, 2005). Furthermore, the narratives can be so structured as to sort and package information in coherent patterns so that a chain of events or the causal order of an organizational event or phenomenon unfold naturally to the audience as they are shared (Boal & Schultz, 2007). ...
... Rowe, Shores, Mott, & Lester, 2011) as well as to highlight and reward role models (Smith, 2002). They are also particularly effective in articulating and preserving coherent and credible accounts of actions through stories of lessons learnt from past projects and for enabling change by overcoming resistance (Kaufman, 2003). ...
... Irrespective of the manner in which they are used, narratives can provide numerous benefits to leaders and researchers as tools that help reinforce lessons learnt through sharing of mistakes as well as success stories both of which enable the effective transmission of valuable knowledge that empowers organizations and lead them towards innovation (Kaufman, 2003;Kaufman, 2011). In recent decades, scholars have used narratives to enhance their understanding of diverse experiences and their meanings in a variety of contexts. ...
... Additionally, it has been suggested that a narrative makes a topic much more real to the audience because it reframes the argument as a relatable message (Kaufman, 2011). Narratives have been deployed as an effective means of understanding organizational failures and mistakes (Kaufman 2003;Schreyogg, 2005). Furthermore, the narratives can be so structured as to sort and package information in coherent patterns so that a chain of events or the causal order of an organizational event or phenomenon unfold naturally to the audience as they are shared (Boal & Schultz, 2007). ...
Preprint
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A narrative is a storytelling technique that may be a practical and effective means of sharing knowledge within a community of interest. Narratives are philosophically aligned to both the case study and the grounded theory methods in that they allow a deep and focused analysis of a subject of interest and then using induction to draw support from data-driven, evidence-based reasoning. The typical sequence of narrative construction comprises three distinct phases: 1) identifying a purpose and an audience; 2) selecting observation or data points and analytic techniques such as visualization, modelling or benchmarking, from which to extract valuable knowledge or wisdom to share; 3) developing key messages incorporating good practices and lessons learnt, or reconstructing the narrative with new data or purpose. Citation - Sharma, R., & Ravindran, T. (2020). The Epistemological Basis for Constructing Data-Driven Narratives. Cambridge Open Engage. doi:10.33774/coe-2020-v0cf
... This research revealed various organizations' views on where storytelling adds value and how leaders can use this better to develop their organizations in the global context. It concluded that those bonds thus provided better returns on both personal and organizational levels (Kaufman, 2003). ...
... Archetypes are forms or images of a collective nature that represent a typical human experience and define the personality of a brand, and give it a voice to express its story to the consumer (Delgado-Ballester & Fernández-Sabiote, 2016). Storytelling is one of the oldest and most powerful modes of communication (Kaufman, 2003;Worth, 2008), not only because from childhood we are used to reading, listening and telling stories, but also because stories are easier to remember (Lundqvist et al., 2013). In a branding context, storytelling is also reaching a significant status in companies' brand-building efforts and brand strategy communications in terms of persuading consumers and strengthening the brand externally (Delgado-Ballester & Fernández-Sabiote, 2016). ...
... Other previous researches on brand storytelling by Delgado-Ballester & Fernández-Sabiote (2016), Kaufman (2003), and Denning (2006) have focused on how the implementation of storytelling could enhance the communication between brand, company, and CEO towards their public. The finding of this current research is more focused on how the elements of brand storytelling promotes a particular issue of body positivity, and whether the issue creates good brand story for the brand behind the campaign. ...
Article
Previous researches showed that there is relation between body image satisfaction and depression in perinatal period. Given this fact, it is important to educate and find ways to enhance mothers’ postpartum self-esteem and body satisfaction. For the last decade body image literature has risen and brought to new discussion about body positivity. This research focuses on women’s body positivity campaign presented by Mothercare called #BodyProudMums. The objective of this research is to identify the storytelling elements used to promote women’s body positivity campaign and whether the issue creates good brand story for Mothercare. The concepts used are body positivity, postpartum, brand storytelling, and social media with qualitative content analysis as research method. The unit of analysis are ten posts of #BodyProudMums campaign on @mothercareuk, while the samples are three randomly chosen posts. This research notes that the body positivity messages of body appreciation, body acceptance, and love, as well as broad conceptualization of beauty are carried out by the elements of storytelling namely: basic plots (the quest), archetype (the change master) with the following story objectives: communicating who they are, fostering collaboration, transmitting values and sparking action. There are only three out of four elements of good brand story present on the campaign. However, the absence of humor element is justified because of the nature of the postpartum story in which it shares mothers’ hardship and how they finally cope with it. Therefore, it can be said that the issue of mothers’ body positivity creates good brand story for Mothercare. Key words: positive body image, postpartum, brand storytelling, social media
... Storytelling Storytelling marketing merupakan salah satu strategi marketing yang mulai berkembang, kekuatan bercerita telah diakui secara luas di seluruh disiplin ilmu termasuk pemasaran (Lowe, 2012). Storytelling lebih dipercaya daripada argument rasional, data-data statistik, dan fakta (Kaufman, 2003). Cerita yang mengangkat suatu topik lebih mudah diserap nilainya oleh masyarakat daripada ajakan/iklan yang disajikan secara langsung, karena cerita biasanya mencakup argumen dalam format yang mudah dipahami oleh masyarakat. ...
... Kekuatan bercerita dapat memberikan pengaru pada perusahaan diantaranya sebagai media penyalur pengetahuan, meningkatkan kepemimpinan, dan sebagai media promosi perusahaan yang berfokus pada merek (Pravitaswari, Arifin dan Mawardi, 2018). Storytelling lebih dipercaya daripada argument rasional, data-data statistik, dan fakta (Kaufman, 2003). Cerita yang mengangkat suatu topik lebih mudah diserap nilainya oleh masyarakat daripada ajakan/iklan yang disajikan secara langsung, karena cerita biasanya mencakup argumen dalam format yang mudah dipahami oleh masyarakat. ...
Conference Paper
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Online shopping is a new shopping culture and a shopping method that is widely used by the public. Online shopping is an activity of purchasing goods and services through internet media. Online shopping makes it possible for buyers to be able to see in advance the goods and services that are going to be spent through the website or online shopping application. With the aim that prospective buyers can consider before deciding to buy a product. One factor that becomes the basis of consideration for prospective buyers is the comments given by previous buyers. These comments can be either pleasant experiences or complaints to address dissatisfaction. Positive comments tend to convince potential buyers to decide to buy, on the contrary if the comments left are negative then prospective buyers will look for other products. Marketers can take the advantage of these consumer evaluation as facts to convince consumers to make purchases decisions tat are delivered naratively with the storytelling method. Storytelling is also used by merketers to convey the advantages of the product offered. The purpose of this study was to determine the effect of storytelling on purchasing decisions on Tokopedia online shopping sites. The methodology used in this research is quantitative by conducting a survey to measure how far the influence of storytelling on purchasing decisions. The study was conducted at the Faculty of Economics and Business, University of Nusa Cendana in 30 Management Study students as a sample. The results showed that storytelling had an effect on purchasing decisions on Tokopedia online shopping sites. Consumer comments previously had an influence on buying decisions from prospective consumers of products to be purchased. The suggestion that is proposed is that this research can be developed to be broader on a larger scale so that it can be generalized.
... By generating positive feelings (Lundqvist et. al., 2008, p.286), storytelling has the potential to strengthen bonds between the organization and its stakeholders (Kaufman, 2003). According to Delgado--Ballester and Fernandez--Sabiote (2016, p.119), storytelling can be used as a tool to affect perceptions of the stakeholders about the corporate brand to build brand reputation. ...
... Stories make topics more real to the audience, they are making arguments easier to grasp format. Therefore, it is more convincing than rational arguments, statistics, and facts (Kaufman, 2003). When brands use storytelling to "communicate the brand value and what the company stands for" (Fog et al., 2005), it is more convincing than facts for increasing brand trust, raising awareness and brand uniqueness (Lundqvist et. ...
Conference Paper
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Stories, which constitute an important part of people's lives, are a means of self-expression for individuals as well as an important tool for brands to express themselves. The importance of storytelling for brands is also increasing in the postmodern period, where individuals make choices not in line with their "needs" but in line with the "meanings" created by brands. Public relations professionals increasingly use stories to strengthen both the images and reputations of brands and the communication between the brand and its stakeholders. The purpose of this article is to reveal the effect of storytelling in public relations on developing thoughts and emotions towards the brand and remembrance. As a result of the research carried out with an experimental research design, it was seen that storytelling in public relations has a positive effect on both memory and developing positive thoughts and feelings about the brand.
... Organizational and brand-related storytelling have been studied in the context of brand management quite intensively after the publication of Boje's (1995) seminal paper on Disney focusing "upon the storytelling work that people perform." As storytelling was identified as a universal system that resides outside the people doing the storytelling work, it was early on recognized as a viable way of communication in a business environment (e.g., Kaufman 2003;Fog et al. 2005;Barker and Gower 2010). The connection that narratives establish between consumers and brands was later on elaborated by Escalas (2004), who postulated that narratives act as components in a meaning-making process that consumers utilize to connect with and even to incorporate the brand into their sense of self. ...
... While stories are narratives about past events, the act of telling them at present has an aim in the future (Kaufman 2003). In the brand marketing context, this topic has been extensively researched by J.M.T. Balmer and M. Burghausen, who have also elaborated the categorization of various past-related corporate-level concepts like corporate heritage brand and heritage brand (e.g., Balmer 2014a, 2014b;Balmer and Burghausen 2019). ...
Article
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Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tornio Brewery, a microbrewery located near the southern edge of the Arctic in northern Finland. The qualitative research method used here involves the identification of stories related to neolocalism from the brand narrative composed of media releases, advertisements and other promotional material, in addition to beer names and labels. The themes emerging from this material—history and heritage, Lapland and the Arctic as geographic locations, the use of local ingredients and community involvement, as well as the culture and heritage of northern Finland—are then explored. Neolocalism is shown to provide a rich vein of storytelling that can be used effectively for marketing purposes as a holistic concept. While craft brewers have already explored neolocalism in their marketing efforts, the use of professional assistance in creating all-encompassing and meditated storylines is strongly recommended.
... meticulous hand-stitching). Story-based messages fascinate consumers, leading them to form positive brand attitudes, such as understanding brand benefits, creating positive thoughts about the brand and increasing brand awareness and trust (Kaufman, 2003;Escalas, 2004). A qualitative study by Lundqvist et al. (2013) showed that a consumer group exposed to a firm's evolution story evaluated the brand on its products as well as its stories while a non-exposed group evaluated the brand solely on its products. ...
... Since craftsmanship content has a narrative and story-based message by showing a step-by-step process, the storytelling led participants to engage more deeply with the social media video, which consequently provided a strong experience for participants. This finding supports previous studies that story-based messages are more effective than regular advertising for conveying brand messages and core values such as brand experience and benefits (Kaufman, 2003;Escalas, 2004;Lundqvist et al., 2013). ...
Article
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Purpose The purpose of this study is to examine the effect of craftsmanship content and social distance embedded in the craftsmanship content on luxury brand experiences, perceived luxury and brand purchase intentions using a social media video. Design/methodology/approach The authors conducted a single factor (close social distance vs great social distance vs control group) using a between-subjects experimental design. The social distance was manipulated by the presence (i.e. a close social distance) or absence (i.e. a great social distance) of a consumer scene in a craftsmanship video shown on social media. The control group watched a video with non-craftsmanship content. Then, brand experience, perceived luxury and purchase intentions were measured. Findings The results showed that the control group perceived less luxury and had lower brand experiences and purchase intentions than the group that watched the video without a consumer scene. In addition, participants who watched the craftsmanship video that included a consumer scene (i.e. a close social distance) had stronger brand experiences than those who watched the video without the scene (i.e. a great social distance). The brand experience increased perceived luxury and purchase intentions. Originality/value By manipulating social distance and providing better brand experiences in social media, experiential marketing allows luxury brands to reconcile two apparently incompatible goals: maintaining an exclusive image while increasing purchase intentions.
... meticulous hand-stitching). Story-based messages fascinate consumers, leading them to form positive brand attitudes, such as understanding brand benefits, creating positive thoughts about the brand and increasing brand awareness and trust (Kaufman, 2003;Escalas, 2004). A qualitative study by Lundqvist et al. (2013) showed that a consumer group exposed to a firm's evolution story evaluated the brand on its products as well as its stories while a non-exposed group evaluated the brand solely on its products. ...
... Since craftsmanship content has a narrative and story-based message by showing a step-by-step process, the storytelling led participants to engage more deeply with the social media video, which consequently provided a strong experience for participants. This finding supports previous studies that story-based messages are more effective than regular advertising for conveying brand messages and core values such as brand experience and benefits (Kaufman, 2003;Escalas, 2004;Lundqvist et al., 2013). ...
... Aynı hikâyenin yenilenmesi ve pekiştirilmesi markanın rakiplerinden farklılaşmasına yardımcı olur. Klasik reklamlarla kıyaslandığında markaların hikâye anlatımı kullanması tüketicilerin markanın sunduğu faydaları daha iyi anlamasını sağlamaktadır (Baker ve Boyle, 2009;Kaufman, 2003). ...
... Katılımcıların yorumlarından hareketle marka aşk temalı sloganlar başarılı bir biçimde kendini pazarda ayrıştırmakta ve hikâye anlatımından başarıyla faydalanmaktadır (Patterson ve Brown, 2005;Vincent, 2002, s. 58). Böylelikle iki seri halinde aynı tema ve sloganlar yayınlanan bu reklamların marka hedef kitlesiyle uzun dönemli ilişkiler kurmaya destek olduğu (Kılanç, 2013;Fog vd., 2005, s. 152-53) ve markanın ne tür faydalar sunabileceğinin altının çizildiği (Baker ve Boyle, 2009;Kaufman, 2003) açıkça görülmektedir. Aşk gibi güçlü bir duygunun kullanılması, reklam çeşitlerinden video reklam türünün seçilerek işitsel, görsel ve editoryal unsurların gücünden aynı anda faydalanılması ve geniş kitlelere ulaşmanın hedeflenmesi (Quesenbery ve Brooks, 2010, s. 471-75), tüketicilerin kendilerini rahatlıkla reklamdaki karakterlerle özdeşleştirmelerine imkân sağlanması da hedef kitlenin markaya karşı pozitif tutum geliştirmesine yardımcı olmaktadır (Zajonc, 1980;Delgadillo ve Escalas, 2004). ...
Chapter
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Hikâye anlatımı (storytelling) tarih boyunca insan hayatının önemli bir par- çası olmuş ve günümüz teknoloji ve görsellik çağında markaların hikâyelerini, vaatlerini ve kişiliklerini hedef kitleyle paylaşma ve pazarlama iletişimini ger- çekleştirme açısından işletmeler, pazarlama profesyonelleri ve marka yöne- ticileri tarafından kullanılan oldukça güçlü bir araca dönüşmüştür. Pazarlama iletişiminde hikâye anlatıcılığının kullanılması ile tüketici sadece aktif bir izle- yici ya da dinleyici olmaktan çıkarılmakta, hikâyedeki kahramanlar ile kendi- ni özdeşleştirerek hikâyenin içine çekilmektedir. Özellikle video reklamlar bir markanın hikâyesini görsel, işitsel ve editörlü içerikler ile teknoloji ve dijitalin gücünden faydalanıp aktararak tüketicilerin duyularına ve duygularına daha çok hitap etmekte, empati kurmalarına ve hikâyeyi benimsemelerine daha iyi des- tek olmaktadır. Hikâye anlatımı bu noktada bir sihirden öte tüketiciyle markayı bağlayan bir yaratıcılık ve yetenek kaynaşımı olarak öne çıkmaktadır. Bu se- beple hikâyelerin kurgulanması, otantik ve sıra dışı deneyimlerin sunulması ve tüketicide yarattığı yansımanın takip edilmesi profesyonel bir yaklaşım gerektir- mektedir. Böylelikle markaların hikâye anlatımıyla insansılaştırılması ve tüke- ticiyle daha derin, duygusal ve uzun vadeli ilişkiler kurması hedeflenmektedir. Tek yönlü iletişimin ve genel geçer mesajları kurgulayıp iletmenin çoktan terk edildiği günümüz pazarlama iletişim teknikleri açısından hikâye anlatım tekni- ğinin sanatsal bir bakış açısıyla kullanılması ortada aktif bir pazarlama olmadığı izlenimiyle tüketicinin hikâyelere daha rahat inanmasını, odaklanmasını ve nihayet pozitif tutum oluşturmasını sağlamaktadır. Bu çalışmada hikâye anlatım tekniğinin pazarlama iletişimi açısından video rek- lamlarda nasıl kullanıldığının incelenmesi amaçlanmıştır. Niteliksel araştırma yön- temlerinin kullanıldığı bu çalışmada öncelikle literatür taramasıyla hikâye, anlatı, ar- ketipler ve hikâye anlatımı ile reklamlar, marka hikâyeleri ve pazarlama iletişiminde hikâye anlatımının kullanılması açıklanmış, sonrasında seçilen vakaların çözümlen- mesi ve yapılan odak görüşmesi sonuçlarının irdelenmesiyle marka kişiliği, kimli- ği ve vaadinin hikâye anlatımı ile nasıl iletilmeye çalışıldığı ve tüketicide yarattığı etkiler yorumsamacı bir yaklaşım ile derinlemesine incelenmiştir. Çalışma Türkçe literatürde henüz yeni yeni çalışılan bir konuya sahip olması sebebiyle özgün bir değere sahiptir. Hikâye anlatıcılığının özellikle reklamlarda kullanılması bir yandan işletmelerin marka değerlerini arttırmaya ve hedef kitlesiyle daha kuvvetli ilişkiler kurmasına destek olurken diğer yandan ortaya çıkan başarılı örneklerin literatürde incelenmesi suretiyle hikâye anlatımı tekniğinin daha iyi anlaşılıp geliştirilmesi sağ- lanabilecek, böylelikle yeni ve daha başarılı uygulamaların ortaya çıkmasında büyük katkılar sunulabilecektir.
... Storytelling triggers less negative associations than conventional advertisement (Escalas, 2004). Stories are perceived as being more convincing than facts, and lead to more brand trust, awareness and perceived uniqueness (Kaufman, 2003;Kelley & Littman, 2006;Mossberg & Nissen Johansen, 2006). When consumers dive into a story, their intellectual concerns are released, and emotions are stimulated (Gottschall, 2012). ...
... Stories are one of the most powerful approaches of marketing communication (Rose, 2011). Marketing theories hold that stories help consumers to capture the benefits of a brand (Kaufman, 2003). Effectively used stories contribute to consumer persuasion (Denning, 2001), and add favourable and unique associations to a brand (Keller, 1993). ...
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Storytelling has become an integral part of communication strategies in the tourism industry in order to promote and differentiate destination brands online. Despite increasing investments in destination branding since the 1990s, few studies have focused on the conceptual and strategic premises behind destination storytelling campaigns, and how marketers measure the success of storytelling. Drawing from the branding literature, this paper seeks to analyse the conceptualisations of storytelling in destination branding practice and explores how marketers approach the measurement of its impacts. For this purpose, 25 semi-structured interviews with storytelling practitioners have been analysed with thematic analysis. The findings suggest that storytelling in the context of destination marketing seeks to convey a message about the destination’s identity and attributes involving a cognitive, affective and conative dimension. There is consent that storytelling should be based on various communication channels and involve all destination brand stakeholders in the co-creation process of place associations in order to sustain tourist satisfaction and destination loyalty. Furthermore, destination branding practitioners argue that storytelling has an indirect long-term impact on returns, and that quantitative and qualitative variables need to be used to evaluate the effects of storytelling. The paper concludes with managerial implications and further research directions.
... Mossberg and Johansen, (2006), said that stories catch consumers' interest and convince by what is called narrative transportation -after being immersed in a story the reader is left changed (Escalas & Stern, 2003). Stories also help consumers understand the benefits of the brand (Kaufman, 2003), are less ...
... According to Escalas & Stern, (2003) and Mossberg & Johansen (2006), stories capture customers' attention and convince them through narrative conveyance. In addition, stories assist consumers to grasp the benefits of a restaurant's brand, and they are less scrutinized and elicit fewer negative reactions than traditional advertising (Kaufman, 2003) A brand's uniqueness is enhanced through the use of storytelling, which produces favorable sentiments among customers (Kelley and Littman, 2006). 5 basic hints are listed below with their abbreviated names in Nguyen's (2014) storytelling marketing strategy. ...
... Mossberg and Johansen, (2006), said that stories catch consumers' interest and convince by what is called narrative transportation -after being immersed in a story the reader is left changed (Escalas & Stern, 2003). Stories also help consumers understand the benefits of the brand (Kaufman, 2003), are less ...
... According to Escalas & Stern, (2003) and Mossberg & Johansen (2006), stories capture customers' attention and convince them through narrative conveyance. In addition, stories assist consumers to grasp the benefits of a restaurant's brand, and they are less scrutinized and elicit fewer negative reactions than traditional advertising (Kaufman, 2003) A brand's uniqueness is enhanced through the use of storytelling, which produces favorable sentiments among customers (Kelley and Littman, 2006). 5 basic hints are listed below with their abbreviated names in Nguyen's (2014) storytelling marketing strategy. ...
... Compared to regular advertisements, Ads that contain stories are proved to help consumers better understand and comprehend the benefits of the brand leading to positive views of the brand (Kaufman, 2003).Narrative transportation theory explains the persuasive effects of stories on cognitive and affective responses of consumers towards a brand (Green,2000).This theory explains that when consumers are transported by (i.e., absorbed or immersed in) the story told, narrative processing inside their brains works and dominates over analytical processing (Green, 2002).As Narrative processing controls the mind ,less critical analysis of the ad being watched or read takes place , at the same time results in less arguments, fewer negative thoughts and greater affective responses compared to analytical processing, which in turn enhance persuasion of the ad message (Green, 2002).Online based narrative advertising underlines many benefits which traditional narrative ads don"t. Entertainment, interactivity are highly experienced online (Childers, 2001). ...
... Salah satu caranya yakni dengan mendengarkan cerita dari konsumen lain yang telah menggunakan produk tersebut, karena konsumen tersebut lebih mudah dipercaya (feel experience). "Storytelling lebih dipercaya daripada argumen rasional, data-data statistik, dan fakta" (Kaufman, 2003). ...
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Kesuksesan iklan dalam hard sell tidak bisa dikatakan hanya berdasarkan faktor pada pemilihan medianya saja. Melainkan pesan yang dikontruksi harus menarik, mampu melibatkan dan memicu reaksi yang pada akhirnya terjadi pendapatan. Oleh karena itu, strategi yang paling rekomendasi untuk digunakan adalah strategi transmedia storytelling dengan menggunakan media augmented reality. Penelitian ini akan menggunakan pendekatan penelitian deskriptif kualitatif dengan metode observasi. Teknik pengumpulan data pada penelitian ini menggunakan observasi dokumen iklan HiLo School Augmented Reality Draw & Play 2 dan juga studi kepustakaan/literatur. Dari hasil penelitian yang dilakukan dapat di peroleh kesimpulan bahwa transmedia storytelling dan media augmented reality mampu menciptakan experiential marketing.
... The story has a structure which makes a holistic experience for the audience, and they engage in the emotional side of a brand. Kaufman added that storytelling induced positive reactions to a brand, and strong storytelling could become the brand's uniqueness [22]. ...
... Since 2009, researchers have conducted numerous empirical studies on the antecedents of brand experience that directly and indirectly cause brand experiences, such as event marketing, brand contact, and brand-related stimuli, including design and identity, packaging, communication, environment, storytelling, and perceived usefulness and trust [13][14][15][16][17][18][19][20][21][22][23]. Studies have also investigated the direct and indirect effects of brand experience and its consequences, including customer satisfaction, brand loyalty, brand attitude, brand credibility, brand equity, purchase intention, and word of mouth [24][25][26][27][28][29][30][31][32][33][34]. ...
Article
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The brand experience research of Brakus et al. has provided new momentum in marketing literature with the concept of brand experience and predicting consumer behavior in 2009. Since then, brand experience has emerged as one of the solid academic constructs for branding and marketing scholars and practitioners who pursue this competitive strategy for sustainable growth in corporate management. The authors explore the new dimensions of brand experience with big data analytics for the first time in academic research. We propose a possible sixth dimension (“External”) of brand experience which includes sensory, affective, intellectual, behavioral, and social aspects drawn from previous studies. A new methodology for combining topic modeling and conjoint analysis is tested with big data-based multi-level compositions that overcome the limits of the traditional survey-based analysis. Moreover, the study reveals the decision-making frame which combines conjoint analysis and the dimensions of brand experience for practical implications. The novelty of this data-driven research and results contribute to new approaches in academia from the perspectives of brand experience dimensions, topic modeling, and conjoint analysis methodology development. Building sustainable brands, this study contributes to the ways of reading consumer behavior, evaluating the current status of the market and deciding the stimuli to affect consumer behavior.
... Stimulating consumers' imagination and involving them emotionally (Mossberg 2008), storytelling is a powerful marketing strategy that uses narratives to appeal to or inspire consumers (Silverstein and Fiske 2003). Given that well-told stories are better remembered and more convincing than facts (Escalas 2004), narratives enhance consumption experience in a way that influences consumers' feelings, opinions, or lifestyles (Kaufman 2003). Through this emotional influence, storytelling creates a holistic brand image and can relay to consumers the desired information (Mossberg 2008). ...
Article
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In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retail‑ ers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional relationships with a brand. Although brand technicalities such as product attributes, features, and facts may be unmemora‑ ble, personal feelings and experiences better shape consumers’ evaluations of brands. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers’ desires for positive experiences, express‑ ing authentic self, achieving warm glow from helping others, and co‑creating design or ideas with the brand. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding. Keywords: Emotional branding, Consumer experience, Authentic self, Warm glow, Co‑creation, Sensory branding, Storytelling, Cause branding, Empowerment
... Stimulating consumers' imagination and involving them emotionally (Mossberg 2008), storytelling is a powerful marketing strategy that uses narratives to appeal to or inspire consumers (Silverstein and Fiske 2003). Given that well-told stories are better remembered and more convincing than facts (Escalas 2004), narratives enhance consumption experience in a way that influences consumers' feelings, opinions, or lifestyles (Kaufman 2003). Through this emotional influence, storytelling creates a holistic brand image and can relay to consumers the desired information (Mossberg 2008). ...
Article
In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional relationships with a brand. Although brand technicalities such as product attributes, features, and facts may be unmemorable, personal feelings and experiences better shape consumers’ evaluations of brands. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers’ desires for positive experiences, expressing authentic self, achieving warm glow from helping others, and co-creating design or ideas with the brand. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding.
... In doing so he argues that brands should reflect and adopt the role of mentors in their consumers' journeys, guiding them through the challenges on their own world and contributing to their personal fulfillment. In the old paradigm (Dark Ages) the consumers were expected to easily understand the brand benefits associated with the stories presented (Kaufman, 2003): stories with heroes were believed to act as liaison elements between brand and consumers, and to allow marketers to transform the brand into a hero. The more the reader/viewer would be absorbed by the story, the less the story would be critically analysed and hence the less likely the consumers were to develop negative thoughts Management Dynamics in the Knowledge Economy | 753 Vol.3 (2015) no.4, ...
Article
Stories have always been a form of communication, the first form of narrative we have encountered in early childhood. And although we have grown up they continue to fascinate us. They maintain and recreate bonds with old traditions, legends, archetypes, myths and symbols. In analyzing stories, Joseph Campbell (2008) proposed the monomyth or the Hero's Journey, a basic pattern, which comprises fundamental stages and structures identifiable in all narratives from different cultures and ages. Although the pattern was further refined and enriched according to the specifics of the narrative (myth, fairy tale, dream, movie etc.) the common structural elements of the Hero's Journey from the ordinary world to a challenging and unfamiliar world include: the departure, the initiation and the return. Picking up on Campbell’s model, Sachs (2012) proposes a circular representation of the hero and his/her journey. In this model, a new character, the mentor, plays a pivotal role in the shaping of the hero and his/her transformation. It is the mentor that supports the hero in her/his taking the call to adventure as well as in providing the needed support for crossing the thresholds to the supernatural world and back. Based on what Sachs (2012) suggests that brands could use storytelling as a means to engage with consumers. In doing so he argues that brands should reflect and adopt the role of mentors in their consumers’ journeys, guiding them through the challenges on their own world and contributing to their personal fulfillment. This paper aims to evaluate four stories, all focused on women and empowerment and as a result our discussion focuses mainly on the position of the brand within the story and its role. This, we believe, may contribute to a new trend focused on the adoption and applications of empowerment storytelling. Full article here: http://www.managementdynamics.ro/index.php/journal/article/view/160/109
... Despite the varied nature of stories, the aim of any story, persuasion, has not changed. Kaufman (2003) states that storytelling is a unique and ancient way of communicating for the purpose of persuading others. Erkas and Baron (2007) pointed to Ronald Reagan, the former president of the United States of America (1981)(1982)(1983)(1984)(1985)(1986)(1987)(1988)(1989), as a master storyteller, noting that many politicians have since tried to emulate his techniques to gain votes and win elections. ...
Article
Traditional marketing strategies are now no longer seen as effective in communicating with today’s sophisticated groups. Today, companies employ knowledge from disciplines other than marketing – such as psychology, neuroscience, and linguistics – when communicating with their target audience. In this study, the content analysis method is used to analyse Effie Turkey gold award-winning advertisements in order to determine the storytelling elements used in advertisements. In order to show the increasing use of storytelling elements in advertisements, the 2011–2013 and 2017–2018 award winning advertisements are studied. The analysis reveals that seven basic plots are used extensively in advertisements to create empathy. We also analysed the archetypes used in the advertisements, and found that the caregiver type is the most commonly used archetype, followed by Jung’s explorer type. According to the findings of this study, among all aspects of language syntactic structure seems to play the most important role.
... Compared to regular advertisements, Ads that contain stories are proved to help consumers better understand and comprehend the benefits of the brand leading to positive views of the brand (Kaufman, 2003).Narrative transportation theory explains the persuasive effects of stories on cognitive and affective responses of consumers towards a brand (Green,2000).This theory explains that when consumers are transported by (i.e., absorbed or immersed in) the story told, narrative processing inside their brains works and dominates over analytical processing (Green, 2002).As Narrative processing controls the mind ,less critical analysis of the ad being watched or read takes place , at the same time results in less arguments, fewer negative thoughts and greater affective responses compared to analytical processing, which in turn enhance persuasion of the ad message (Green, 2002).Online based narrative advertising underlines many benefits which traditional narrative ads don"t. Entertainment, interactivity are highly experienced online (Childers, 2001). ...
Article
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Purpose-The purpose of this paper is to examine the impact of online narrative ads on Facebook users" engagement with the brand. Design/methodology/approach-This paper is using a mixed methodology , 400 Questionnaires, electronically distributed to collect and analyse active Facebook users" responses and evaluate their engagement with five online narrative ads for different brands from different industries. The survey included links to five suggested ads that were selected based on best Egyptian Face-book Ads ranked in 2018, followed by a set of questions testing the main dimensions of the study after viewing the ads. Focus groups were conducted before the quantitative phase to select the Facebook narrative advertisements. Participants first selected one of the advertisement links of a brand that they would seriously consider purchasing, and then answered the survey. Findings-The results of our paper showed structuring online narrative ads for Facebook depends on four main dimensions ,online interactivity, entertainment elements of the ad , vividness, self-referencing, which will consequently affect Facebook users" engagement. It was found, that there is a relationship between all dimensions as well as significant impact on increasing online user" engagement with the brand. Originality/value The main contribution of this paper is studying the Egyptian online narrative ads" significant dimensions and how it can engage Facebook users" with brands, thus affects their intentions to purchase. The empirical evidence suggests that if brands properly designed their online ads targeting Facebook users, they can fully utilise social media platforms to maximize their consumers" engagement more than traditional forms of media.
... The audience's attention is captured, and the audience is engaged to form a positive attitude through a well-structured story and identifiable actors of the story (Deighton 1992;Liu and Yang 2020). Storytelling is used for brand differentiation (Kaufman 2003), creating brand equity (Lundqvist et al. 2013), and emotional brand connection (Herskovitz and Crystal 2010). Stories have a relational and emotional effect and assist the audience in making meaning and memorizing events (Wachtman and Johnson). ...
... Various studies of the role of metaphor in facilitating organizational change (Cleary and Packard, 1992;Marshak, 1993;Pondy, 1983;Sackmann, 1989) have highlighted the creative potential of metaphorical statements in enabling organizational actors to re-perceive reality in novel ways that can bridge the old state with the new. Finally, storytelling advocates suggest that various types of stories can be employed by managers to achieve particular outcomes (Denning, 2004), for example engaging the emotional commitment of internal and external stakeholders (Kaufman, 2003;McKee, 2003) or developing high-potential managers into leaders (Ready, 2002). ...
... The results implied that, compared to a plainly plotted brand story, a well-intended story laden with rhetorical strategies is more likely to resonate with consumers, thereby persuading them. This study therefore confirmed the findings of previous studies, which demonstrate that an appealing brand story is more cogent than basic facts and helps cultivate brand trust (Kaufman 2003). ...
Article
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This study aims to empirically investigate the influence of a green brand story strategy on perceived brand authenticity (PBA) and brand trust. The theory of narrative rhetoric is adopted to examine the effect of three rhetorical strategies—anthropomorphism, reversal, and symbolism—on narrative immersion and its effect on PBA. The impact of PBA on brand trust is also examined. The study proposes a research model and conducts two independent online experiments with the aid of a survey research company to observe participant response to stories written with or without the rhetorical strategies. Data collected via the post-experimental survey are used to test the proposed model. Results show that the green brand story with narrative rhetoric positively affects immersion, which in turn enhances PBA, and brand trust is also positively affected. In particular, reversal and symbolism positively impact immersion, but no significant effect is identified between anthropomorphism and immersion. This study provides a new perspective from which the relationships among brand storytelling, PBA, and brand trust may be explored.
... Furthermore, implementing TMJ could be beneficial in shifting the focus from filling editions to strategic planning and producing important and engaging stories that are of interest to the audience and wider society (Kaufman, 2003). Concentrating on filling editions creates a situation where quantity is often prioritized over audience-defined quality (Heinonen, 1999), for instance, the increasing volumes of automatically incorporated non-edited news items that are delivered to any paying newsroom by global or national news agencies (Boumans et al., 2018). ...
Chapter
The ongoing change in the young audience media consumption behaviour merits examination, as it may have consequences for the trustor–trustee relationship between the young and news organizations in the future. The chapter investigates psychological factors that can influence young users’ decisions to entrust media and how used technology may affect such decisions. Results from six online workshops with Finnish youth and university-level journalism students in Finland and Sweden (N = 32) are presented and mirrored with trend reports within the fields of journalism and technology. The chapter illustrates factors that may promote trust among the young, and their suggestions for how media organizations may support these. It concludes that many news organizations have a long way to go to understand how the young use technology and think about their platforms.
... Storytelling adalah alat promosi yang digunakan dengan membuat perasaan, pancaindra, pemikiran, dan tindakan konsumen bekerja. Manusia pada dasarnya lebih percaya kepada kekuatan cerita dalam bentuk narasi dibandingkan dengan mengobservasi merek, oleh karena itu melalui cerita yang menarik akan membuat konsumen menyebarkan merek tertentudari mulut ke mulut (Kaufman, 2003). Selain itu, storytelling marketing merupakan salah satu strategi marketing yang telah diakui secara luas di seluruh disiplin ilmu termasuk pemasaran (Lowe, 2012). ...
Article
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Penelitian ini bertujuan untuk menguji pengaruh brand storytelling terhadap value perceptions dan dampaknya terhadap visit intention di salah satu kawasan destinasi pariwisata di Jakarta (Survei pada channel YouTube Taman Mini Indonesia Indah). Survei ini dilakukan pada 100 subscriber channel YouTube resmi Taman Mini Indonesia Indah (TMII) yaitu TMII Official. Dengan teknik purposive sampling dalam pengambilan sampel, serta teknik path analysis untuk menganalisis penelitian ini diperoleh hasil bahwa 1) Brand Storytelling berpengaruh signifikan sebesar 0,680 atau 68,0% terhadap value perceptions; 2) Value Perceptions berpengaruh signifikan terhadap 0,477 atau 47,7% terhadap Visit Intention; 3) Brand Storytelling secara langsung berpengaruh signifikan sebesar 0,438 atau 43,8% terhadap Visit Intention, sedangkan pengaruhnya secara tidak langsung sebesar 0,324 atau 32,4% melalui value perceptions, dengan total pengaruh 0,762 atau 76,2%. Temuan dalam penelitian ini menunjukkan bahwa brand storytelling adalah salah satu strategi yang efektif dalam membentuk value perceptions sehingga dapat mempengaruhi visit intention.
... Storytelling adalah alat promosi yang digunakan dengan membuat perasaan, pancaindra, pemikiran, dan tindakan konsumen bekerja. Manusia pada dasarnya lebih percaya kepada kekuatan cerita dalam bentuk narasi dibandingkan dengan mengobservasi merek, oleh karena itu melalui cerita yang menarik akan membuat konsumen menyebarkan merek tertentudari mulut ke mulut (Kaufman, 2003). Selain itu, storytelling marketing merupakan salah satu strategi marketing yang telah diakui secara luas di seluruh disiplin ilmu termasuk pemasaran (Lowe, 2012). ...
Article
Full-text available
This study aims to examine the effect of brand storytelling on value perceptions and its impact on Visit Intention on tourism destinations in Jakarta (Survey on YouTube Channel of Taman Mini Indonesia Indah). The survey was conducted on 100 subscribers of the YouTube Channel of TMII Official. With purposive sampling technique and Path analysis technique to analyze this study, the results show that 1) Brand storytelling has a significant effect of 0.680 or 68,0% on value perceptions; 2) Value perceptions significantly influence 0,477 or 47,7% to visit intention; 3) Brand storytelling directly affects significantly 0,438 or 43,8%, to Visit intention, while its influence indirectly equal to 0,324 or 32,4% through value perceptions, with total influence 0,762 or 76,2%. The findings in this study indicate that Brand storytelling is one of the effective strategies in forming value perceptions so that it can influence visit intention. Abstrak: Penelitian ini bertujuan untuk menguji pengaruh brand storytelling terhadap value perceptions dan dampaknya terhadap visit intention di salah satu kawasan destinasi pariwisata di Jakarta (Survei pada channel YouTube Taman Mini Indonesia Indah). Survei ini dilakukan pada 100 subscriber channel YouTube resmi Taman Mini Indonesia Indah (TMII) yaitu TMII Official. Dengan teknik purposive sampling dalam pengambilan sampel, serta teknik path analysis untuk menganalisis penelitian ini diperoleh hasil bahwa 1) Brand Storytelling berpengaruh signifikan sebesar 0,680 atau 68,0% terhadap value perceptions; 2) Value Perceptions berpengaruh signifikan terhadap 0,477 atau 47,7% terhadap Visit Intention; 3) Brand Storytelling secara langsung berpengaruh signifikan sebesar 0,438 atau 43,8% terhadap Visit Intention, sedangkan pengaruhnya secara tidak langsung sebesar 0,324 atau 32,4% melalui value perceptions, dengan total pengaruh 0,762 atau 76,2%. Temuan dalam penelitian ini menunjukkan bahwa brand storytelling adalah salah satu strategi yang efektif dalam membentuk value perceptions sehingga dapat mempengaruhi visit intention.
... Not only do organizational members purposely tell stories, but they also tell stories as part of their ongoing conversations when working through conflict and solving problems. Thus, storytelling to others and story construction with one another are often used as employees create a logic or rationale for understanding the complexity of what is happening in their organization (Jameson, 2001), as well as to create bonds that hold organizational members together (Coopman & Meidlinger, 2000;Kaufman, 2003). ...
Book
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A clear and concise introduction to the different approaches to studying organizational culture Joann Keyton introduces the basic elements—assumptions, values, and artifacts—of organizational culture, draws on communication and management research findings, and integrates practical applications throughout the text. The book helps students to identify and read organizational culture through different lenses, create cultural interpretations, and ultimately make informed work and employment decisions. Key Features Offers a communication perspective: The focus on communication practices and processes helps students understand how they can influence the organization culture Synthesizes the research: By bringing together research sources from across many disciplines, Keyton provides a unique analysis of the organizational culture literature Provides a multi-perspective view of organizational culture: Perspectives covered include symbolic performance, narrative reproduction, textual reproduction, management, and power and politics Concludes with a practical "Culture Toolkit": The toolkit provides quantitative and qualitative techniques for conducting analyzes of organizational culture NEW! The Second Edition examines how organizational culture is shaped by communication technology and globalization, provides more international examples, and includes a new section on mergers and acquisitions This is an ideal text for upper-division undergraduates and graduate-level courses in Organizational Communication and related courses in departments of business and management, psychology, communication studies, and sociology.
... Communication through language is also used by business entities when interacting with stakeholders. That is why storytelling has become a powerful tool that provides an opportunity to better distinguish a given business entity from others [3,4] with simultaneous use of modern communication tools (i.e. creating stories, social media, visual elements, properly directed sets of words to targeted audiences, etc.). ...
Preprint
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Reporting on CSR activities has become the essence of reporting for modern business entities. In this regard, particular attention is paid to public interest companies. Therefore, the following paper aims to answer the question of whether there are differences in the linguistic structure of the studied CSR reports in three selected industry indices on the Warsaw Stock Exchange (WSE) in Poland, i.e. WIG-energy index, WIG-fuel index, WIG-mining index and their relationship with the performance of selected companies. The study was conducted on a purposely selected sample of companies between 2013 and 2018. A total of 138 CSR reports and 138 annual separate financial statements prepared in accordance with international balance sheet law were collected. The study was carried out based on a panel regression model. It was found that CSR reports contained similar average percentages of parts of speech such as nouns and adjectives. When linking the economic performance of companies, expressed with selected indices, to the information on the implementation of CSR concepts, it was revealed that the results are more likely to describe business performance when it is satisfactory.
... this study used an analysis developed by Kaufman (2003), Peterson et al. (1997), and Rowley (2008) stated that purchasing decisions are seen from an emotional point of view with the emphasis that emotions can be used as the main driving force for consumers to buy a product. ...
Article
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The development of technology in the digital age can’t be avoided in today's life. Nowadays, social media is increasingly loved by marketers as a tool to introduce or promote their products because of low costs and can reach more audiences. The development of marketing in this digital era shows that consumers not only buy products, but consumers also expected the experiences created and the emergence of emotions when consuming a product. This study uses multiple linear regression analysis tools, and the data used are primary data respondents of users of Shinzu'i UME body mist products. This study finds out whether storytelling marketing, content marketing, and social media marketing have an influence on purchasing decisions of Shinzu'i UME body mist products. The results that storytelling marketing has no effect on purchasing decisions, content marketing influences purchasing decisions, and social media marketing has no influence on purchasing decisions. The low coefficient of determination shown by these three variables in predicting purchasing decisions for Shinzu'i UME body mist products needs to be evaluated in the future.
... Studies that compared the effectiveness of these two types of advertisement messages have reported inconsistent findings. Some studies showed that informational ads result in higher purchases than storytelling ads (e.g., Golden and Johnson, 1983;Zebregs et al., 2015), while others indicated that storytelling ads have a more substantial influence on audience's purchasing behaviors (e.g., Adaval and Wyer, 1998;Kaufman, 2003). The inconsistent findings reveal that the effectiveness of an advertising post type may depend on the communication context or the match of the specific characteristics of the post types and those of the outcome variables (Zebregs et al., 2015). ...
The literature on influencer marketing has identified opinion leadership of influencers and parasocial relationship with influencers as two focal constructs affecting followers' purchase intention; yet they are only studied in isolation. This research aims to provide a comprehensive understanding of the effects of the two key constructs by combining and comparing them in a model with the moderators of post characteristics, namely post type and correspondent inference. Empirical results from 409 online followers of two Instagram accounts confirm the complementary effects of opinion leadership and parasocial relationship in influencer marketing and reveal the more prominent role of parasocial relationship over opinion leadership in affecting followers’ purchase intention. These effects are moderated by post characteristics. Storytelling posts intensify both effects. Correspondent inference enhances the effect of parasocial relationship, but not that of opinion leadership. These findings point to the importance of the social aspect of influencer marketing and inform the influencer marketing research and practice on “who says what” for improving communication effectiveness.
... Typically, companies use storytelling to communicate not only their brand values but also what the companies represent (Fog et al., 2005). Stories provide meaning to brands (Halliday, 1998;Salzer-M€ orling and Stranneg ard, 2004;Simmons, 2006), help customers understand the benefits of the brand (Kaufman, 2003;Akg€ un et al., 2015;Singh and Sonnenburg, 2012) and positively affect brand perceptions (Guber, 2007;Kelley and Littman, 2005). Even in a social purpose context, storytelling enhances the engagement between crowdfunding platforms and their users and donation performance (Robiady et al., 2021). ...
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The power of digital technologies and social media has transformed the way brands talk to their customers. Contemporary marketing is less about the products we make and the services we offer, but more about the experiences brands create, giving customers numerous stories to tell. This chapter presents a critical review of the interdisciplinary theories of storytelling drawing on narrative philosophy, consumer psychology, research in branding and tourism. While covering the essential elements of a story, it also highlights the shift from predictable bowling to pinball wizardry due to the rapid advancement of digital technology and proliferation of social media in all aspects of our lives. The chapter also draws on the neuroscience’s perspective of how the brain responses to storytelling and reviews different approaches to brand research with associated brand storytelling.
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