The Effect of Storytelling Advertisement on Consumer Empathy and Persuasion：Focusing on the Chinese Consumers
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
[Purpose]The current research aims to explore the factors that influence consumer attitudes toward the brand regarding storytelling advertisements. We proposed a theoretical framework to investigate the roles of empathy and persuasion, and the Chinese culture modulation effect by a synergistic combination of the S－O－R model, content marketing, and emotional marketing. [Methodology]Through three studies, online questionnaires were administered to participants viewing three different advertisements, and the collected data were empirically remarked on and confirmed by AMOS software. [Findings]The results indicate that storytelling advertisements for practical products resulted in higher empathy, persuasion, and a more positive attitude toward the brand than storytelling advertisements for hedonistic products. It also confirmed the moderating effect of Chinese culture. [Implications]The findings will help companies develop effective advertising strategies to attract more consumers and provide a better brand experience. This will help to support trade exchanges of import and export commodities and promote the development of multinational economic and cultural endeavors.
Abstract
[Purpose]The current research aims to explore the factors that influence consumer attitudes toward the brand regarding storytelling advertisements. We proposed a theoretical framework to investigate the roles of empathy and persuasion, and the Chinese culture modulation effect by a synergistic combination of the S－O－R model, content marketing, and emotional marketing. [Methodology]Through three studies, online questionnaires were administered to participants viewing three different advertisements, and the collected data were empirically remarked on and confirmed by AMOS software. [Findings]The results indicate that storytelling advertisements for practical products resulted in higher empathy, persuasion, and a more positive attitude toward the brand than storytelling advertisements for hedonistic products. It also confirmed the moderating effect of Chinese culture. [Implications]The findings will help companies develop effective advertising strategies to attract more consumers and provide a better brand experience. This will help to support trade exchanges of import and export commodities and promote the development of multinational economic and cultural endeavors.
참고문헌 (32)
- Aaker, J. L., "I Seek Pleasures and ‘We’ Avoid Pains : The role of Self－Regulatory Goals in Information Processing and Persuasion", Journal of Consumer Research, 28(1), pp.33~49 (2001)
- Chen, P. A., "Chinese Cultural Elements and Advertising Marketing", ~ (2017)
- The 51st Statistical Report on China’s Internet Development, "China Internet Network Information Center(CNNIC).", ~ (2022)
- Clegg, J., "Branded Content Spend Down a Bit, But Shift Persists", MIN’s B2B, 13(47), pp.5~ (2010)
- Dias, L., "Beyond Advertising Narratives : Josefinas and their storytelling products", Analisi : Quaderns de Comunicacio i Cultura, 58, pp.47~62 (2018)
- Escalas, J. E., "Sympathy and Empathy : Emotional Responses to Advertising Dramas", The Journal of Consumer Research, 29(4), pp.566~578 (2003)
- Escalas, J. E., "Self－Referencing and Persuasion : Narrative Transportation versus Analytical Elaboration", Journal of Consumer Research, 33(4), pp.421~429 (2007)
- Gao, L., "Influencing Factors and Role Mechanisms of Consumers’Willingness to Purchase Nonfiction Products", Economic and Management Research, 39(01), pp.126~135 (2017)
- Gilliam, D. A., "Storytelling During Retail Sales Encounters", Journal of Retailing and Consumer Services, 20(5), pp.488~494 (2013)
- Gilliam, D. A., "Storytelling by the sales force and its effect on buyer－seller exchange", Industrial Marketing Management, 46, pp.132~142 (2015)
- Green, M. C., "The role of Transportation in Persuasiveness of Public Narratives", Journal of Personality and Social Psychology, 79(5), pp.701~721 (2000)
- Irimias, A., "Narrative Transportation and Travel : The Mediating Role of Escapism and Immersion", Tourism Management Perspectives, 38, pp.100793~ (2021)
- Ives N., "Custom Publishing Gets a Makeover", Advertising Age, 79(4), pp.10~ (2008)
- Jung, H. H., "Sharing Consumers’Brand Storytelling : Influence of Consumers’ Storytelling on Brand Attitude via Emotions and Cognitions", Journal of Product & Brand Management, 31(2), pp.265~278 (2022)
- Laurence, D., "Do Ads that Tell a Story Always Perform Better? The role of Character Identification and Character Type in Storytelling Ads", International Journal of Research in Marketing, 35(2), pp.289~304 (2018)
- Li, G., "Cultural Marketing Should be Emotionally Driven", Jiangsu Commercial Forum, 04, pp.109~112 (2011)
- Lien, N. H., "Narrative Ads : The Effect of Argument Strength and Story Format", Journal of Business Research, 66(4), pp.516~522 (2013)
- Liu, X., "Emotional Marketing Paths in the Context of Social Commerce : An Example of Oriental Selection Live Streaming", China Internet Week, 21, pp.30~32 (2022)
- Lu, C., "Click－through Behavior across Devices in Paid Search Advertising : Why Users Favor Top Paid Search Ads and Are Sensitive to Ad Position Change", Journal of Advertising Research, 60(4), pp.394~406 (2020)
- Lutz, R. J., "Psychological Processes and Advertising Effects：Theory, Research and Applications", pp.45~63 (1985), Lawrence Erlbaum
- McKee, R., "Storytelling that moves people", Harvard Business Review, 81(6), pp.51~55 (2003)
- Nie, Y. Y., "Assessing the Effect of Organic－food Short Storytelling on Consumer Response", The Service Industries Journal, 37(15－16), pp.968~985 (2017)
- Pulizzi, J., "Are corporations the New Kings of Content? The Magazine for Magazine Management", pp.56~ (2007), New McGraw－Hill
- Pulizzi J., "Get Content Get Customers：Turn Prospects into Buyers with Content Marketing" (2009), New McGraw－Hill
- Phillips, B. J., "Narrative and Persuasion in Fashion Advertising", Journal of Consumer Research, 37(3), pp.368~392 (2010)
- Shen, Y. F., "Analysis of the Importance of Advertising Creative Design for New Product Marketing in Enterprises", China Business & Trade, 02, pp.32~33 (2020)
- Taute, H. A., "Emotional Information Management and Responses to Emotional Appels", Journal of Advertising, 40(3), pp.31~43 (2011)
- Woodside, A. G. S. Sood, "When Consumers and Brands Talk : Storytelling Theory and Research in Psychology and Marketing", Psychology &Marketing, 25(2), pp.97~145 (2008)
- Yang, X., "A Sweet Romance : Divergent Effects of Romantic Stimuli on the Consumption of Sweets", Journal of Consumer Research, 45(6), pp.1213~1229 (2019)
- Zhang, Hao, "How to Tell a Good Social Story? The Influence of Social Narrative in Advertising", Nankai Business Review, 28 (2022)
- Zhou, Y. J., "Content Marketing in the Social Media Age : Definition Analysis and Research Prospects", Foreign Economics & Management, 35(6), pp.61~72 (2013)
- Does Country Animosity Affect Consumer Purchase Behavior? An Empirical Research on China’s Urban Consumers, "Zhu, L.", Association of Consumer Behavior, ~ (2008)