Consumer engagement; Storytelling; Brand content; Social media
Résumé :
[en] Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1000 rich comments offered in four languages − to digital videos posted on YouTube by the brand Dove. Findings reveal that story plot, characters, and verisimilitude trigger consumer engagement by activating cognitive, emotional, and behavioral responses in a certain sequence and with variable intensities and valences. The results, as well, show the important interactive aspect of story-based engagement. The paper contributes to CE research by offering a framework linking branded storytelling with CE, which is applicable by managers to design effective storytelling content.
Disciplines :
Marketing
Auteur, co-auteur :
Dessart, Laurence ; Université de Liège - ULiège > HEC Liège : UER > Marketing et intelligence stratégique
Pitardi, Valentina; Portsmouth University > Marketing
Langue du document :
Anglais
Titre :
How stories generate consumer engagement: An exploratory study
Adaval, R., Wyer, R.S., The role of narratives in consumer information processing. Journal of Consumer Psychology 7:3 (1998), 207–245.
Ashley, C., Tuten, T., Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing 32:1 (2015), 15–27.
Bowden, J.L.-H., The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice 17:1 (2009), 63–74.
Bowden, J.L.-H., Conduit, J., Hollebeek, L.D., Luoma-aho, V., Apenes Solem, B., Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 2017, 10.1108/JSTP-04-2016-0072.
Brakus, J.J., Schmitt, B.H., Zarantonello, L., Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing 73:3 (2009), 52–68.
Brechman, J.M., Purvis, S.C., Narrative, transportation and advertising. International Journal of Advertising 34:2 (2015), 366–381.
Brodie, R.J., Hollebeek, L.D., Jurić, B., Ilić, A., Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research 14:3 (2011), 252–271.
Brodie, R.J., Ilić, A., Jurić, B., Hollebeek, L., Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research 66:1 (2013), 105–114.
Bruner, J., Acts of meaning. 1990, Harvard University Press.
Bryman, A., Bell, E., Business research methods. 2nd ed., 2007, Oxford University Press, London.
Calder, B.J., Isaac, M.S., Malthouse, E.C., Taking the Consumer's Point of View: Engagement or Satisfaction. Marketing Science Institute, Cambridge, CA, 2013.
Calder, B.J., Malthouse, E.C., Schaedel, U., An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing 23:4 (2009), 321–331.
Chang, C., 'Being hooked’ by editorial content: The implications for processing narrative advertising. Journal of Advertising 38:1 (2009), 21–34.
Cova, B., Paranque, B., Value slippage in brand transformation: A conceptualization. Journal of Product and Brand Management 25:1 (2016), 3–10.
Deighton, J., Romer, D., McQueen, J., Using drama to persuade. Journal of Consumer Research 16 (1989), 335–343.
Dessart, L., Social media engagement: A model of antecedents and relational outcomes. Journal of Marketing Management 33:7–8 (2017), 375–399.
Dessart, L., 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 (2018), 289–304.
Dessart, L., Veloutsou, C., Morgan-Thomas, A., Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management 24:1 (2015), 28–42.
Dessart, L., Veloutsou, C., Morgan-Thomas, A., Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management 32:5–6 (2016), 399–426.
Escalas, J.E., Advertising narratives: What are they and how do they work. Stern, B., (eds.) Representing consumers: Voices, views, and visions, 1998, Routledge & Kegan Paul, New York, 267–289.
Escalas, J.E., Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology 14:1–2 (2004), 168–180.
Escalas, J.E., Bettman, J.R, Self-construal, reference groups, and brand meaning. Journal of consumer research 32:3 (2005), 378–389.
Escalas, J.E., Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research 3:4 (2007), 421–429.
Escalas, J.E., Stern, B.B., Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research 29:4 (2003), 566–578.
Farace, S., van Laer, T., de Ruyter, K., Wetzels, M., Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies. European Journal of Marketing 51:11/12 (2017), 1961–1979.
Fiske, S.T., Social cognition and social perception. Annual Review of Psycho1ogy 44 (1993), 155–194.
Fog, K., Budtz, C., Yakaboylu, B., Storytelling: Branding in practice. 2005, Springer, Berlin.
Gavilanes, J.M., Flatten, T.C., Brettel, M., Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising 47:1 (2018), 4–23.
Gensler, S., Völckner, F., Liu-Thompkins, Y., Wiertz, C., Managing brands in the social media environment. Journal of Interactive Marketing 27:4 (2013), 242–256.
Green, M.C., Transportation into narrative worlds: The role of prior knowledge and perceived realism. Discourse Processes 38:2 (2004), 247–266.
Green, M.C., Narratives and cancer communication. Journal of Communication 56:suppl_1 (2006), S163–S183.
Green, M.C., Brock, T.C., In the mind's eye: Transportation-imagery model of narrative persuasion. Green, M.C., Strange, J.J., Brock, T.C., (eds.) Narrative impact: Social and cognitive foundations, 2002, Erlbaum, Mahwah, 315–341.
Green, M.C., Brock, T.C., The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 2000, 701.
Gummerus, J., Liljander, V., Weman, E., Pihlström, M., Customer engagement in a Facebook brand community. Management Research Review 35:9 (2012), 857–877.
Harrigan, P., Evers, U., Miles, M., Daly, T.,., Customer engagement with tourism social media brands. Tourism Management 59 (2017), 597–609.
Harrigan, P., Evers, U., Miles, M.P., Daly, T., Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research 88 (2018), 388–396.
Hepola, J., Karjaluoto, H., Hintikka, A., The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management 26:3 (2017), 282–293.
Higgins, E.T., Scholer, A.A., Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology 19 (2009), 100–114.
Hollebeek, L., Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing 19:7 (2011), 555–573.
Hollebeek, L.D., Chen, T., Exploring positively versus negatively valenced brand engagement: A conceptual model. Journal of Product and Brand Management 23:1 (2014), 62–74.
Hollebeek, L.D., Glynn, M.S., Brodie, R.J., Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing 28:2 (2014), 149–165.
Hollebeek, L.D., Macky, K., Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing 45 (2019), 27–41.
Hsu, S.Y., Dehuang, N., Woodside, A.G., Storytelling research of consumers' self-reports of urban tourism experiences in China. Journal of Business Research 62:12 (2009), 1223–1254.
Kim, J.E., Lloyd, S., Cervellon, M.C., Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement. Journal of Business Research 69:1 (2016), 304–313.
Kozinets, R.V., “I want to believe”: A netnography of the X-Philes' subculture of consumption. Advances in Consumer Research XXIV:24 (1997), 470–475.
Kozinets, R.V., The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research 39:1 (2002), 61–72.
Lee, D., Hosanagar, K., Nair, H.S., Advertising content and consumer engagement on social media: evidence from Facebook. Management Science 64:11 (2018), 5105–5131.
Lien, N.H., Chen, Y.L., Narrative ads: The effect of argument strength and story format. Journal of Business Research 66:4 (2013), 516–522.
Lloyd, S., Woodside, A.G., Animals, archetypes, and advertising (A3): The theory and the practice of customer brand symbolism. Journal of Marketing Management 29:1–2 (2013), 5–25.
Luarn, P., Lin, Y.-F., Chiu, Y.-P., Influence of Facebook brand-page posts on online engagement. Online Information Review 39 (2015), 505–519.
Lundqvist, A., Liljander, V., Gummerus, J., Van Riel, A., The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management 20:4 (2013), 283–297.
Mangold, W.G., Faulds, D.J., Social media: The new hybrid element of the promotion mix. Business Horizons 52:4 (2009), 357–365.
Marketing Science Institute (MSI), Research priorities. http://www.msi.org/research/2016-2018-research-priorities/, 2016. (Accessed 18 August 2017)
Maslowska, E., Malthouse, E.C., Collinger, T., Christodoulides, G., Stathopoulou, A., Eisend, M., (eds.) How Customers Engage with Brands: A New Framework. In, eds Advances in Advertising Research, Vol. VII, 2017, European Advertising Academy Springer Gabler, Wiesbaden.
Maslowska, E., Malthouse, E.C., Collinger, T., The customer engagement ecosystem. Journal of Marketing Management 32:5–6 (2016), 469–501.
Mossberg, L., Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism 8:3 (2008), 195–210.
Pace, S., YouTube: An opportunity for consumer narrative analysis?. Qualitative Market Research: An International Journal 11:2 (2008), 213–226.
Patterson, P., Yu, T., de Ruyter, K., Understanding customer engagement in services. Advancing theory, maintaining relevance. Proceedings of ANZMAC 2006 conference, Brisbane, 4–6, December, 2006.
Pera, R., Viglia, G., Exploring how video digital storytelling builds relationship experiences. Psychology and Marketing 33:12 (2016), 1142–1150.
Phillips, B.J., McQuarrie, E.F., Narrative and persuasion in fashion advertising. Journal of Consumer Research 37:3 (2010), 368–392.
Schau, H.J., Muñiz, A.M. Jr., Arnould, E.J., How brand community practices create value. Journal of Marketing 73:5 (2009), 30–51.
Schultz, C., Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media pages?. Electronic Commerce Research and Applications 26 (2017), 23–34.
Shank, R.C., Abelson, R.P., Knowledge and memory: The real story. Wyer, R.S. Jr., (eds.) Knowledge and memory: The real story, 1995, Erlbaum, Hillsdale, 1–85.
Sim, M., Plewa, C., Customer engagement with a service provider and context: An empirical examination. Journal of Service Theory and Practice 27:4 (2017), 854–876.
Sprott, D., Czellar, S., Spangenberg, E., The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research 46:1 (2009), 92–104.
Stern, B., Authenticity and the textual persona: Postmodern paradoxes in advertising narrative. International Journal of Research in Marketing 11:4 (1994), 387–400.
Tsai, W.-H.S., Men, L.R., Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising 13 (2013), 76–87.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C., Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research 13:3 (2010), 253–266.
Van Laer, T., De Ruyter, K., Visconti, L.M., Wetzels, M., The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers' narrative transportation. Journal of Consumer Research 40:5 (2014), 797–817.
Van Laer, T., Feiereisen, S., Visconti, L.M., Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research 96 (2019), 135–146.
Vivek, S.D., Beatty, S.E., Dalela, V., Morgan, R.M., A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice 22:4 (2014), 401–420.
Vivek, S.D., Beatty, S.E., Morgan, R.M., Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice 20:2 (2012), 122–146.
Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., Kandampully, J., Managing brands and customer engagement in online brand communities. Journal of Service Management 24:3 (2013), 223–244.
Woodside, A.G., Sood, S., Miller, K.E., When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology and Marketing 25:2 (2008), 97–145.
