Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

Dessart, Laurence

doi:10.1016/j.ijresmar.2017.12.009

Article (Scientific journals)

Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

Dessart, Laurence

2018 • In International Journal of Research in Marketing, 35 (2), p. 289-304

Peer Reviewed verified by ORBi

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https://hdl.handle.net/2268/227826

DOI
10.1016/j.ijresmar.2017.12.009

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Keywords :

storytelling; narrative; digital marketing

Abstract :

[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.

Disciplines :

Marketing

Author, co-author :

Dessart, Laurence ; Université de Liège - ULiège > HEC Liège : UER > Marketing et intelligence stratégique

Language :

English

Title :

Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads

Publication date :

2018

Journal title :

International Journal of Research in Marketing

ISSN :

0167-8116

eISSN :

1873-8001

Publisher :

Elsevier, Netherlands

Volume :

Issue :

Pages :

289-304

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 17 September 2018

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379 (22 by ULiège)

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5 (3 by ULiège)

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Scopus citations^®
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OpenCitations

OpenAlex citations

114

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