Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention

Tsai, Meng-Chuan

doi:10.3390/math8101704

Cited by 7 publications

(4 citation statements)

References 28 publications

(36 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Although this hypothesis may be intuitive given the existence of similar findings by Schmitt and van Zutphen (2012), Saleem et al (2015), Cuong (2020), Niedermeier (2015), and Lee et al (2020), we contribute additional evidence suggesting that customer happiness can generate a sustainable competitive advantage, especially in the digital context, where WOM can provide long-term benefits through platforms such as social networks (Trusov et al, 2009). Moreover, our findings support existing evidence on short and medium-term purchase intention (Tsai, 2020) by confirming H8 (customer happiness positively affects customer purchase intention). When customers are happy, they are more likely to make additional purchases as soon as possible (Engel et al, 1995;Pappas et al, 2014), which fosters long-term brand relationships (Yoshida et al, 2021).…”

Section: Discussionsupporting

confidence: 89%

The impact of customer engagement on customer happiness

Azambuja

Peña²,

Vargas

2023

J of Consumer Behaviour

View full text Add to dashboard Cite

Previous studies have found relationships between variables that predict happiness and engagement. While this suggests that engagement is a basis for generating customer happiness, the literature does not provide sufficient confirmatory evidence. Thus, the effects of different engagement intensities remain unclear. Focusing on conditions related to the Starbucks brand, this study analyzed how (1) passive and active engagement impacted customer happiness and (2) happiness impacted word of mouth (WOM) and purchase intention. Data were collected through an online survey among 802 Peruvian customers, all of whom were recruited via non‐probabilistic sampling. Because two exogenous variables were considered formative (i.e., customer engagement and customer happiness), a partial least‐squares structural equation model (PLS‐SEM) was used for the analysis. In sum, engagement (both passive and active) significantly and positively impacted customer happiness, which then positively impacted WOM and purchase intention. Given that engagement is associated with variables that are broadly related to happiness, this study makes new contributions by (i) clarifying how customer engagement can generate customer happiness, (ii) identifying differences between active and passive engagement, and (iii) adding evidence for use in the debate on the purpose of marketing and traditional practices such as engagement. As discussed in the paper, these findings have theoretical and practical implications for brand managers.

show abstract

Section: Discussionsupporting

confidence: 89%

The impact of customer engagement on customer happiness

Azambuja

Peña²,

Vargas

2023

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

“…Advertisements, which are used by companies to build brand awareness, have the most influence on consumers when they are well-made, well-narrated, and tell a compelling tale about the product. These elements surely will have an impact on consumers' purchase inclinations (Dewi et al, 2020;Tsai, 2020). Customers' purchase intentions are influenced by their brand awareness.…”

Section: Discussionmentioning

confidence: 99%

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

Hameed

Malik

Hadi

2023

ONLINE J COMMUN MEDIA TECHNOL

View full text Add to dashboard Cite

The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient to enhance consumers’ purchase intentions in the age of digital communication. Therefore, to paint a more comprehensive picture of this relationship, the paper seeks to address how and when does brand awareness lead to purchase intention in the age of digital communication? Based on the quantitative design, 208 responses conveniently collected were analyzed, and PLS-SEM was employed to examine the hypothesized relationships. The study clarifies empirically the indirect effect of brand awareness, consumer attitude, and purchase intention in the age of digital communication. The study also provides new insights into the moderated-meditation relationship, results indicate that brand awareness in the presence of celebrity endorsement will develop a positive attitude that will positively affect purchase intention. The findings of the study not only contribute to advancing the mediating effect of consumer attitude but also verify the buffering role of celebrity endorsement. In conclusion, companies that use digital communication technologies and take into consideration celebrities who are well-liked by the target market may be able to attract consumers’ attention, shape attitude, and influence them to make a purchase. In the end, both theoretical and practical implications are discussed.

show abstract

“…Explore the resonance of advertising benefits of storytelling in marketing from the perspective of consumers' purchase intention (Tsai, 2020) The will for terroir: A communicative approach…”

Section: How Curiosity and Aesthetic Preferences Workmentioning

confidence: 99%

“…Consumers often utilize stories to understand future consumption experiences (Bahl & Milne, 2010) and build a personal connection with a brand or an organization (Kemp et al, 2021). The consumer's experience begins with involvement and behavioral action intentions, such as when purchasing a product (Tsai, 2020). Storytelling allows for a transfer of protagonism to the consumer (Woodside et al, 2008), which could improve consumer welfare (Tuncay Zayer, 2021).…”

Section: Storytelling Allows Consumers To Create Emotional Valuementioning

confidence: 99%

A story to sell: The influence of storytelling on consumers' purchasing behavior

Júnior

Limongi

Lim

et al. 2022

Psychology and Marketing

View full text Add to dashboard Cite

Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in marketing, this research examines how the marketing literature has addressed the influence of storytelling on consumers' purchasing behavior. The findings aid in understanding how the topic has been discussed from a marketing perspective in consumer behavior studies. Through a systematic literature review using a bibliometric analysis, we demonstrate that the marketing literature features four strands about the uses of storytelling to influence consumers' purchasing behavior. First, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior.

show abstract

Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention

Cited by 7 publications

References 28 publications

The impact of customer engagement on customer happiness

The impact of customer engagement on customer happiness

Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude

A story to sell: The influence of storytelling on consumers' purchasing behavior

Contact Info

Product

Resources

About