How can brands create consumer engagement through the use of storytelling in advertising?

Agarwal, Ayush (2016) How can brands create consumer engagement through the use of storytelling in advertising? [Dissertation (University of Nottingham only)]

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Abstract

Stories 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.

Though a substantial amount of research has been done in the topic of storytelling in advertising, there is still lack of existing literature which explores the relation of storytelling in advertising with consumer engagement. Therefore, this research aims to fill this gap in literature, by identifying and analyzing the key elements behind consumer engagement in storytelling advertising. Through this research, it was found that there are five key elements that lead to consumer engagement in storytelling advertisements: Emotional appeal, humour, celebrity appeal, different to the norm, and relatability.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Agarwal, Ayush
Date Deposited: 13 Mar 2017 13:55
Last Modified: 13 Mar 2017 13:55
URI: http://eprints.nottingham.ac.uk/id/eprint/36826

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