Video Storytelling Advertisement : A quantitative study about the effect consumers’ attitude towards the brand

Detta är en Magister-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: 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.  

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