How Youtube storytelling can win consumers’ hearts: the case of Nivea

Laurence Dessart; Valentina Pitardi

How Youtube storytelling can win consumers’ hearts: the case of Nivea

Laurence Dessart
, Valentina Pitardi

Research output: Contribution to conference › Abstract › peer-review

Abstract

The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer-brand relationship and show how a co-creation process in the evolution of a brand's storytelling content contributes to large and positive consumer responses.

Original language	English
Pages	728-728
Number of pages	1
Publication status	Published - 30 Oct 2016
Event	Association for Consumer Research (ACR) North American Conference - Berlin, Germany Duration: 27 Oct 2016 → 30 Oct 2016

Conference

Conference	Association for Consumer Research (ACR) North American Conference
Country/Territory	Germany
City	Berlin
Period	27/10/16 → 30/10/16

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AB - The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer-brand relationship and show how a co-creation process in the evolution of a brand's storytelling content contributes to large and positive consumer responses.

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T2 - Association for Consumer Research (ACR) North American Conference

Y2 - 27 October 2016 through 30 October 2016

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How Youtube storytelling can win consumers’ hearts: the case of Nivea

Abstract

Conference

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