Ross Gordon, Joseph Ciorciari and Tom van Laer
This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to…
Abstract
Purpose
This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally.
Design/methodology/approach
Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments.
Findings
The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed.
Practical implications
The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives.
Social implications
Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives.
Originality/value
This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.
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Stefania Farace, Tom van Laer, Ko de Ruyter and Martin Wetzels
This paper aims to assess the effect of narrative transportation, portrayed action and photographic style on viewers’ likelihood to comment on posted consumer photos.
Abstract
Purpose
This paper aims to assess the effect of narrative transportation, portrayed action and photographic style on viewers’ likelihood to comment on posted consumer photos.
Design/methodology/approach
Integrating visual semiotics and experiments, this research examines the influence of consumer photos on viewers’ likelihood to comment on the visualised narrative. One pilot, three experimental and a content analysis involve photos varying in their narrative perspective (selfie vs elsie) and portrayed content (no product, no action or directed action). The authors also test for the boundary condition of the role of the photographic style (snapshot, professional and “parody” selfie) on the likelihood to comment on consumer photos.
Findings
Viewers are more likely to comment on photos displaying action. When these photos are selfies, the effect is exacerbated. The experience of narrative transportation – a feeling of entering a world evoked by the narrative – underlies this effect. However, if a snapshot style is used (primed or manipulated) – namely, the photographic style appears genuine, unconstructed and natural – the superior effect of selfies disappears because of greater perceived silliness of the visualised narrative.
Practical implications
Managers should try to motivate consumers to take selfies portraying action if their aim is to encourage electronic word-of-mouth.
Social implications
Organisations can effectively use consumer photos portraying consumption for educational purpose (e.g. eating healthfully and reducing alcohol use).
Originality/value
This research links consumer photos and electronic word-of-mouth and extends the marketing literature on visual narratives, which is mainly focused on company rather than user-generated content.
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Richard Kedzior, Douglas E. Allen and Jonathan Schroeder
The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.
Abstract
Purpose
The purpose of this paper is to outline the contributions presented in this special section on the selfie phenomenon and its significance for marketing practice and scholarship.
Design/methodology/approach
The significance of the topic is reviewed and themes related to the selfie phenomenon and marketplace issues are discussed in connection with extant research. The contributions of each paper are briefly highlighted and discussed.
Findings
Although the selfie is a relatively new phenomenon, both marketing practice and scholarship have noticed its prominence in consumer lives and potential for generating marketplace insights. Despite its frequently presumed triviality, the selfie is a multifaceted phenomenon of significance to key marketing areas such as branding, consumer behavior or market research. Possible avenues for future research are outlined.
Originality/value
Key issues relating to research into the selfie phenomenon for marketing scholars are illuminated.
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Tyler Milfeld and Daniel J. Flint
A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as…
Abstract
Purpose
A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized consumer response, aiding brands in the development of social narrative videos.
Design/methodology/approach
The authors use an existential-phenomenological approach to investigate the meaning behind consumers’ reactions to the Gillette video. Empirical data collection consisted of 24 semi-structured, in-depth interviews. Data were analyzed using the hermeneutic method.
Findings
By viewing the Gillette video through the lens of a story, this research uncovers how marketing stories can lead to different interpretations. Specifically, the roots of polarization lie in perceived realism activation and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story.
Practical implications
Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation, it is possible to identify different interpretations. From a tactical standpoint, brand managers should be cautious about using celebrity endorsers and prominent product placement in social narrative videos. These cues activate persuasive intent, leading to alternative interpretations.
Originality/value
While marketing research has tended to focus on storytelling’s positive outcomes, this research considers how stories can result in polarizing outcomes for brands. The concept of social narrative videos is introduced and a framework is presented that outlines facilitators and inhibitors for this type of brand communication.
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Noel Scott, Brent Moyle, Ana Cláudia Campos, Liubov Skavronskaya and Biqiang Liu
Elena Ponzoni, Halleh Ghorashi and Sylvia van der Raad
In this study the authors show how discursive spaces both enable and constrain the inclusion of first-generation refugees. For this purpose the authors analyzed a triptych of…
Abstract
Purpose
In this study the authors show how discursive spaces both enable and constrain the inclusion of first-generation refugees. For this purpose the authors analyzed a triptych of narratives from first-generation refugees, employers, and mediators (mediating between organizations and job-seeking refugees). The authors adopted a critical studies approach, paying particular attention to the ways in which meanings are embedded within the normalizing discursive processes. The purpose of this paper is to show the maneuvering capacities of three different groups concerning the inclusion of first-generation refugees.
Design/methodology/approach
The data consist of a selected number of narratives from three groups of actors (refugees, mediators and employers) with the ambition of contrasting their discursive positionings. By including multiple positionings in the process, the authors aimed to reveal “the power effects of particular discursive formations,” which Alvesson et al. (2008) refer to as “positioning practices.” To investigate these patterns, the authors used in-depth interviews and employed an interpretive approach with the focus on the narrations of inclusion and exclusion.
Findings
The major constraint the authors discovered was that, in spite of the “good will” of all parties involved, the normalizing impact of the dominant discourses on migrants and refugees (discourse of lack) often works against other approaches (added value). This creates contradictory expectations toward refugees, limiting the possibilities of inclusion within organizations. The findings of this research show that diversity and inclusion can only be successful in conjunction with critical reflection that questions the taken-for-granted position of privileged groups as a norm reproduced by dominant societal discourses.
Research limitations/implications
In the light of growing urgency for the inclusion of refugees in the European context, it is crucial to rethink the notions of inclusion and exclusion from a critical perspective. The authors believe that the findings of the study could have implications which goes beyond the particular experiences presented in this study.
Originality/value
The authors conclude that diversity talk and practice which does not include reflection on the normalizing power of discourses of otherness does not have a chance of making a long-term impact on inclusion. Although there is a growing body of literature on this topic within critical organization studies, there has been no attention so far for the position of refugees in organizations which makes this paper both unique and urgent.
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Kan Jiang, Dailan Zhou, Xiaoning Bao and Silan Mo
Considering that when endorsing the same product, virtual influencers with different identity types (self-created, collaborative) can have different impacts on consumers'…
Abstract
Purpose
Considering that when endorsing the same product, virtual influencers with different identity types (self-created, collaborative) can have different impacts on consumers' purchasing behaviors, this paper aims to explore how to maximize the impact effects of the VIs' respective identities. It provides companies with new perspectives on endorsement strategies.
Design/methodology/approach
The interaction between VI identity type and post type (informational, storytelling) on purchase intention was analyzed in four experiments (N = 1,007), considering informational and normative social influence as intermediate mechanisms and consumer self-construal as moderators.
Findings
The findings show that self-created VI is suited to informational posts and collaborative VI to storytelling posts. This identity-content match effectively triggers the social influence mechanism: informational posts of self-created VI significantly enhance informational social influence. In contrast, storytelling posts of collaborative VI primarily stimulate normative social influence. Consumer self-construal also moderates the process of influencing mechanisms.
Originality/value
Based on social influence theory and matching theory, this paper confirms the existence of an interaction between VI identity types, which influences consumers' purchase intention through informational and normative social influence. This finding fills the research gap in the field of VI endorsement strategy. It also emphasizes the importance of consumer self-construal and contributes new insights into the related field.
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Lee Phillip McGinnis and Brian C. Glibkowski
Unlike artists using sartorial flair and flamboyant identities to shock and engage audiences, Bruce Springsteen is relatable, stable, consistent and authentic. Based on…
Abstract
Purpose
Unlike artists using sartorial flair and flamboyant identities to shock and engage audiences, Bruce Springsteen is relatable, stable, consistent and authentic. Based on qualitative interviews of Springsteen fans of various levels, it is suggested that brands can sustain success through such tactics as existential authenticity, transparency and charity. His fans co-opt his music and co-create their own stories, which are enabled through Springsteen's use of universal themes and vivid details. In terms of a branding paradigm, he adapts to the post-postmodern era, where brands allow individuals to define their own meaning.
Design/methodology/approach
The authors used a qualitative method in generating themes and relationships on the enduring success of Bruce Springsteen's brand. They interviewed 19 informants of various levels of fan support and various backgrounds and areas. They used grounded theory methodology, including open coding, triangulation and member checks, to develop themes and findings.
Findings
In general, it was found that narrative structure and cause-and-effect stories are at the heart of his enduring success. While his individual songs, stage performances and charitable works cover a variety of topics and interests, combined they map to the same universal story structure, thus giving his fans solid understanding of his brand. His underdog appeal and story of redemption are maintained through such tactics as vivid songwriting, activism and charitable acts despite his international success and fame.
Research limitations/implications
Theoretically, the authors add to the literature on celebrity branding, narratology and authenticity. Specifically, the authors build upon the notion of existential authenticity, connecting a brand to its various stakeholders beyond customers in a way that is holistically authentic. We also suggest that to sustain a brand for the long haul, it is necessary to be transparent and available to your community members. The story of your brand needs to resonate and be meaningful to the audience in a way that is believable, and more importantly true to the artist and product.
Practical implications
The authors show how narrative structure and universal story themes create ways in which fans can identify. By not straying too far away from the inherent brand meaning, brands can achieve long-term success. Tactically, all ways to manage the brand must link to the main story, but authenticity and maintaining a macromarketing perspective are the keys to making the story believable and enduring. In Springsteen's case, according to our interviews, his music and the message of his well-scripted songs have always mapped well with his real-life persona, making a distinction between his staged persona and actual self visibly difficult to distinguish.
Social implications
Part of Bruce Springsteen's enduring success and strong brand are built on his charitable works and activism. Brands that have this aspect will endure as well if motives are transparent, benign and believable. Springsteen has succeeded in this aspect because his charitable works often go unnoticed or unreported, which his fans respect when they discover these acts.
Originality/value
Theoretically, the authors also add to the question (i.e. WH-question) literature in terms of connectedness and felt meaning. Springsteen's music connects specific discourse to universal stories/themes via his vivid songwriting, live performances, charitable acts and multiple other tactics. The data suggest that Springsteen's experiences are so vivid and thoughtful that little is needed for the audience to obtain aesthetic or felt meaning of his universal story themes. He allows direct access to the stories without internal interpretation, which then allows for instant penetration of felt meaning.
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JungHwa (Jenny) Hong, Jie Yang, Barbara Ross Wooldridge and Anita D. Bhappu
Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and…
Abstract
Purpose
Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers. This research aims to examine whether consumers’ brand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm.
Design/methodology/approach
Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumers’ brand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted.
Findings
The results show that consumers’ brand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude.
Originality/value
There is a lack of empirical research investigating how consumers’ brand storytelling is different from brand stories created by firms, and how consumers’ brand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumers’ brand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.