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How stories generate consumer engagement: an exploratory study

Research output: Contribution to journalArticle

Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1,000 rich comments offered in four languages − to digital videos posted on YouTube by the brand Dove. Findings reveal that story plot, characters, and verisimilitude trigger consumer engagement by activating cognitive, emotional, and behavioral responses in a certain sequence and with variable intensities and valences. The results, as well, show the important interactive aspect of story-based engagement. The paper contributes to CE research by offering a framework linking branded storytelling with CE, which is applicable by managers to design effective storytelling content.
Original languageEnglish
Pages (from-to)183-195
Number of pages13
JournalJournal of Business Research
Early online date16 Jul 2019
Publication statusPublished - 1 Nov 2019


  • PITARDI_2019_cright_JBR_How stories generate consumer engagement

    Accepted author manuscript (Post-print), 502 KB, PDF document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 16/01/21

    Licence: CC BY-NC-ND

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