Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention

Meng-Chuan Tsai
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Meng-Chuan Tsai: Department of Sport and Health Management, Da-Yeh University, No. 168, University Rd., Dacun, Changhua 51591, Taiwan

Mathematics, 2020, vol. 8, issue 10, 1-12

Abstract: The purpose of the research is exploring the resonance of advertising benefits of storytelling in marketing from the perspective of consumers’ purchase intention. The college students are the study objects to watch different advertisement stories of different video duration, and compares the differences in the influence of different advertisement stories on college students’ purchasing inclination to reflect the advertising investment profits. The study found that the longer video duration of the advertising story, the more positive the consumer’s perception of the brand image and brand identity, and the more likely it is to promote consumers’ purchase intention for the brand.

Keywords: brand image; brand identity; brand storytelling (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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