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How stories generate consumer engagement: an exploratory study

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How stories generate consumer engagement: an exploratory study. / Dessart, Laurence; Pitardi, Valentina.

In: Journal of Business Research, Vol. 104, 01.11.2019, p. 183-195.

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Dessart, Laurence ; Pitardi, Valentina. / How stories generate consumer engagement: an exploratory study. In: Journal of Business Research. 2019 ; Vol. 104. pp. 183-195.

Bibtex

@article{cda10524368948fcbbf37160f56ffdbe,
title = "How stories generate consumer engagement: an exploratory study",
abstract = "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.",
keywords = "consumer engagement, storytelling, social media, brand content, embargoover12",
author = "Laurence Dessart and Valentina Pitardi",
year = "2019",
month = "11",
day = "1",
doi = "10.1016/j.jbusres.2019.06.045",
language = "English",
volume = "104",
pages = "183--195",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - How stories generate consumer engagement: an exploratory study

AU - Dessart, Laurence

AU - Pitardi, Valentina

PY - 2019/11/1

Y1 - 2019/11/1

N2 - 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.

AB - 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.

KW - consumer engagement

KW - storytelling

KW - social media

KW - brand content

KW - embargoover12

U2 - 10.1016/j.jbusres.2019.06.045

DO - 10.1016/j.jbusres.2019.06.045

M3 - Article

VL - 104

SP - 183

EP - 195

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -

ID: 14922497