Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Video Storytelling Advertisement: A quantitative study about the effect consumers’ attitude towards the brand
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: In order for marketers, brands and companies to be successful in the advertising environment the stress for well developed content and messages is a necessity. To have a competitive advantage it is all about the attention a advertisements gain by the audience and the public eye. Storytelling advertising is a marketing tool that during the past years have been highly recognized due to its effective and powerful ways to make market changes and branding. Stories can mediate various heightened emotions that could trigger and evoke emotional responses with the audience. Since companies all over the world spend hundreds of billions each year on marketing, it is important for marketing managers to understand how the advertisements affect the consumers in order for them to make decisions that are cost efficient and affect the consumers in the way they are intended.  However, this research focus on the effect of two specific emotions when applied to video storytelling advertisements. Humoristic and dramatic.

Purpose: The purpose of this study is to extend the understanding of the effect of video storytelling advertisements on consumers’ attitude towards the brand.

Methodology: A quantitative research was applied to collect the data using a online questionnaire in order to further analyze and describe the relationship between the different variables.

Conclusion: The findings of this research suggests that video advertisements positively influence the consumers´attitude towards the brand. It also suggest that that the attitude towards humorous advertisement not only is affected by the affective and cognitive dimensions, it is also affected by the demographics of the viewer. This indicates that humor is perceived differently by different individuals which needs to be taken into consideration when it comes to marketing communication. Also, findings indicate that the attitude towards the brand is affected positively if the advertisement is seen as a story by the viewer, which shows that storytelling is an efficient approach to use within marketing communication.  

Place, publisher, year, edition, pages
2018. , p. 68
Keywords [en]
Advertisements, Attitudes, Storytelling, Branding, Humorous, Dramatic
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76764OAI: oai:DiVA.org:lnu-76764DiVA, id: diva2:1232211
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2018-07-11 Created: 2018-07-10 Last updated: 2018-07-11Bibliographically approved

Open Access in DiVA

Video Storytelling Advertisement(668 kB)1 downloads
File information
File name FULLTEXT01.pdfFile size 668 kBChecksum SHA-512
3617635e26a103d586b997ef61da68f0454229a1d65663fbe61991ac2906bb114072246eec970c778b927f7eb54389243c9a12fed47006ba83778284f1057a60
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 11 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf