When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos

Abstract

Purpose A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized consumer response, aiding brands in the development of social narrative videos. Design/methodology/approach The authors use an existential-phenomenological approach to investigate the meaning behind consumers’ reactions to the Gillette video. Empirical data collection consisted of 24 semi-structured, in-depth interviews. Data were analyzed using the hermeneutic method. Findings By viewing the Gillette video through the lens of a story, this research uncovers how marketing stories can lead to different interpretations. Specifically, the roots of polarization lie in perceived realism activation and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story. Practical implications Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation, it is possible to identify different interpretations. From a tactical standpoint, brand managers should be cautious about using celebrity endorsers and prominent product placement in social narrative videos. These cues activate persuasive intent, leading to alternative interpretations. Originality/value While marketing research has tended to focus on storytelling’s positive outcomes, this research considers how stories can result in polarizing outcomes for brands. The concept of social narrative videos is introduced and a framework is presented that outlines facilitators and inhibitors for this type of brand communication.

Sociopolitical activist brands

“…Go back home"), that could be read as a statement about contemporary immigration rhetoric in the USA (Chandler, 2017). Not surprisingly, the advertisement, in line with what Bhagwat et al (2020) and Milfeld and Flint (2020) suggest, was attacked and applauded along partisan lines, making the consumption of Budweiser a sociopolitical choice. As Peretti and Micheletti (2017, p. 127) note, "consumption becomes political when consumers assess products through the eyes of citizens".…”

“…The story behind the first campaign lay in Kaepernick's racial inequality protest at NFL games when he would kneel rather than stand during the playing of the US national anthem, which then, among other factors, led to his exclusion from his team, the San Francisco 49ers. Nike's campaign was designed to express the ideals of Kaepernick and, by association, those of Nike as a brand, butas social narrative stories can lead to different interpretations (Milfeld and Flint, 2020) it strongly polarized opinions with some customers burning their Nike shoes in protest, while others celebrated the political signal. The second campaign, with its focus on the problem of systematic racism in America, linked the Nike brand with justice and equality and also generated muchpolarized discussion.…”

“…But what are the reasons for the growing importance of a brand purpose? Certainly, consumers seem to appreciate it (Milfeld and Flint, 2020;Vredenburg et al, 2020). Accenture (2019) reports that 62% of Americans want companies to take a stance on current issues, while 73% of millennials and 70% of Generation Z consumers claim they are willing to pay extra for brands that align with their values and engage with brands they feel make a difference.…”

Brands as personal narratives: learning from user–YouTube–brand interactions

“…Current branding literature overwhelmingly suggests that brand narratives are managed and curated by brand sponsors (Alvarado-Karste and Guzmanm 2020 ; Bonnin and Alfonso 2019 ; Ganassali and Matysiewicz 2021 ). The purpose of the narration varies; brands make statements about themselves, take a stand about what they value (Milfeld and Flint 2021 ), create new value (Ganassali and Matysiewicz 2021 ), shape consumers’ cognitive schemas (Bowden and Mirzaei 2021 ), and provide a basis for connections and a sense of attachment with the brand (Eng and Cheryl 2020 ). Firms curate and manage brand meanings and images (see Chang et al 2019 for exhaustive review) and brand biographies (Thanh-Thao and Grohman 2020 ), similarly people manage and curate the messages about themselves as brands (Confente and Kucharska 2021 ; Kucharska et al 2020 ; Smith and Fischer 2021 ).…”

Una aproximación semio-narrativa al uso del product placement como momento de consumo presente en la telenovela latinoamericana.

“…Los principales estudios sobre el product placement en productos mediáticos como telenovelas o melodramas generalmente se ocupan del análisis de los efectos (positivos o negativos) en los consumidores y televidentes (Pervan & Martin, 2002). La inserción de productos en la narrativa puede activar la intención persuasiva en televidentes y espectadores (Milfeld & Flint, 2020). Los estudios sobre el product placement coinciden en una relación disruptiva del producto en la narrativa del producto audiovisual.…”