Empowered storytelling: An examination of empowerment in storytelling and its impact on millennials

Tyrha M. Lindsey-Warren and Christine Ringler
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Tyrha M. Lindsey-Warren: Clinical Assistant Professor of Marketing, Baylor University, USA
Christine Ringler: Assistant Professor of Marketing, Culverhouse School of Business, USA

Journal of Cultural Marketing Strategy, 2021, vol. 5, issue 2, 103-128

Abstract: Storytelling is a powerful way to help people connect and make sense of the world. As brands continue to search for ways to make an emotional connection with millennials, being able to articulate a story that encourages millennial consumers to be better, as well as live to their fullest potential, is paramount to building sustainable connections that invite brand loyalty. This paper examines narrative transportation theory — the process by which consumers become absorbed or lost in a story. Specifically, the research explores storytelling in advertisements that exude the emotion of empowerment and its impact on millennials. Using qualitative design and inquiry, the work uncovers insights as to why narrative transportation works and why it is has such an emotional impact.

Keywords: empowerment; storytelling; millennials; advertising; branding; narrative transportation; consumer behaviour; emotional connection (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2021:v:5:i:2:p:103-128

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