How can brands create consumer engagement through the use of storytelling in advertising?Tools Agarwal, Ayush (2016) How can brands create consumer engagement through the use of storytelling in advertising? [Dissertation (University of Nottingham only)]
AbstractStories are pervasive through life. Long before literacy became prevalent in the society, people communicated through the form of stories. Later, it was stories through which writing became a skill and art as we know it today. Shared stories have shaped our development – our relationships with people and the community itself; our beliefs, social conventions and norms. People tend to understand each other in term of stories that relate to their own experience. Brands and products play a central and peripheral role in creating a story. To understand storytelling in terms of engagement, this study tries to explore the consumer’s perspective on how brands create engagement through the use of storytelling in advertising.
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