”Nu känner jag att IKEA verkligen bryr sig om oss": En kvalitativ studie om hur digital och emotionell storytelling i reklamfilm kan uppfattas som relationsskapande

Sammanfattning: The aim of this study is to provide a deeper understanding of how digital and emotional storytelling can be used in advertising campaigns in order to build a relationship with recipients. Based upon previous research, theories about advertising, relationship marketing, digital and emotional storytelling, and narrative transportation have been presented. In order to fulfil the aim of this study, five commercial films from IKEA’s advertising campaign “Där livet händer” (“Where Life Happens”) were chosen as an example. These films were discussed by semi structured focus groups in order for us to understand which elements in IKEAs digital and emotional storytelling that have appealed to their customers’ emotions. Furthermore, a semi structured interview was held with Carin Jacobsson who provided us with the answer as to what purpose and intended message the campaign attempted to convey through its storytelling. The results of our analysis revealed that both digital and emotional storytelling contain elements that can be used in commercials in order for the recipient to form a positive attitude against the commercial. Furthermore, it appeared to be of great importance that the plot was believable and that the film narratively transported the recipient in order for the storytelling to appeal to the recipient's feelings. Beside these elements, it also appeared that the elements of trust, economic and social benefits, and psychological perspectives enable the company to form a relationship with the recipient. Therefore, the conclusion was made that a combination of elements of digital storytelling and the emotional elements that a commercial film include, has an impact on the recipient's perception of a commercial and his or her relation to the company.