Sujata Joshi, M. Domb, Barshekee Chanda, Amita Bais
{"title":"Evaluating the Impact of Storytelling Ads on Consumer Purchase Intention","authors":"Sujata Joshi, M. Domb, Barshekee Chanda, Amita Bais","doi":"10.4236/jssm.2022.151002","DOIUrl":null,"url":null,"abstract":"Marketing Analytics is gaining much importance in the current digital trans-formation age. Marketers consider and experiment with new-age marketing communication tactics to ensure their advertisements are engaging. Storytelling is one such form of advertising which is gaining momentum. This paper aims to evaluate the impact of Storytelling on consumer purchase intentions. We ran a survey of 150 participants who underwent advertisement viewing and later filled a questionnaire in this study. The collected data was analysed using marketing analytics and statistical tools such as Factor analysis and Regression analysis.","PeriodicalId":37126,"journal":{"name":"International Journal of Service Science, Management, Engineering, and Technology","volume":"63 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Service Science, Management, Engineering, and Technology","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4236/jssm.2022.151002","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Multidisciplinary","Score":null,"Total":0}
引用次数: 2
Abstract
Marketing Analytics is gaining much importance in the current digital trans-formation age. Marketers consider and experiment with new-age marketing communication tactics to ensure their advertisements are engaging. Storytelling is one such form of advertising which is gaining momentum. This paper aims to evaluate the impact of Storytelling on consumer purchase intentions. We ran a survey of 150 participants who underwent advertisement viewing and later filled a questionnaire in this study. The collected data was analysed using marketing analytics and statistical tools such as Factor analysis and Regression analysis.
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