Reference : Do ads that tell a story always perform better? The role of character identification ...
Scientific journals : Article
Business & economic sciences : Marketing
http://hdl.handle.net/2268/227826
Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads
English
Dessart, Laurence mailto [Université de Liège - ULiège > HEC Liège : UER > Marketing et intelligence stratégique >]
2018
International Journal of Research in Marketing
Elsevier
35
2
289-304
Yes (verified by ORBi)
International
0167-8116
Netherlands
[en] storytelling ; narrative ; digital marketing
[en] The growing use of storytelling as an advertising strategy for brands online poses the question
of their relative effectiveness compared to more factual types of ads. In this context, this article
focuses on the role of character identification and character type in the effects of narrative
transportation that occur from storytelling ads. Using four experimental studies in two different
contexts, two brand types, and two character types (human versus animal), the findings
present a cautionary tale for the use of storytelling. By generating higher levels of narrative
transportation, storytelling video ads can reduce character identification, which results in an
overall decrease in positive attitude toward the brand, when using animal characters. These
main findings are nuanced in the presence of joyful emotions. Implication for research and
practice are discussed.
Researchers ; Professionals ; Students ; General public
http://hdl.handle.net/2268/227826

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