首页    期刊浏览 2024年11月05日 星期二
登录注册

文章基本信息

  • 标题:Evaluating the Impact of Storytelling Ads on Consumer Purchase Intention
  • 本地全文:下载
  • 作者:Sujata Joshi ; Menachem Domb ; Barshekee Chanda
  • 期刊名称:Journal of Service Science and Management
  • 印刷版ISSN:1940-9893
  • 电子版ISSN:1940-9907
  • 出版年度:2022
  • 卷号:15
  • 期号:1
  • 页码:10-22
  • DOI:10.4236/jssm.2022.151002
  • 语种:English
  • 出版社:Scientific Research Publishing
  • 摘要:Marketing Analytics is gaining much importance in the current digital transformation 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.
  • 关键词:StorytellingBrand AssociationMarketing AnalyticsQuantitative MethodBrand ValueConsumer Purchase Intention
国家哲学社会科学文献中心版权所有