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Advisor(s)
Abstract(s)
With the COVID-19 pandemic consumer needs are changing and marketing communications must be
effective in order to be recognized in the consumerʼs mind. Trends in the production of content with images and videos that allow consumers to immerse themselves in the content are contents that are more successful in the future. The production of video ads that use storytelling play an important role in the interpretation of the message where counter arguments can decrease through narrative transportation. Thus, consumers In this sense, we conducted a cross-sectional research that aimed to test a model using equations that was analyzed through AMOS software. The analyzed model with a sample of 326 participants shows that a structure of the narrative, joy and a narrative transportation expresses a positive influence in the distinction of the brand. As a result of this study, we present the theoretical and possible contributions for managers in the area of strategic marketing.
Description
Keywords
Storytelling Advertising Brand distinctiveness
Citation
Santos, S., Santo, P. E., & Ferreira, S. (2021). Brands Should Be Distinct! The Contribution of Ad’s Narrative and Joy to Distinctiveness. Em N. Martins, D. Brandão, & F. Moreira da Silva (Eds.), Perspectives on Design and Digital Communication II: Research, Innovations and Best Practices (pp. 319–332). Springer International Publishing. https://doi.org/10.1007/978-3-030-75867-7_21
Publisher
Springer International Publishing