Volume 12, Issue 4 (2023)
ORMR 2023, 12(4): 75-96 |
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Hosseinzadeh Shahri M, Alizadeh amirabadi N, Saadipour Y. The impact of storytelling as a content strategy on purchase intention: Research using “narrative scripting. ORMR 2023; 12 (4) :75-96
URL: http://ormr.modares.ac.ir/article-28-57824-en.html
URL: http://ormr.modares.ac.ir/article-28-57824-en.html
1- Associate professor, Management département, Faculty of social science and economics, Alzahara university, Tehran, Iran. , mhshahri@alzahra.ac.ir
2- Master of commerce management, Management département, Faculty of social science and economics, Alzahra university, Tehran, Iran.
3- MBA student, Management département, Faculty of social science and economics, Alzahra university, Tehran, Iran.
2- Master of commerce management, Management département, Faculty of social science and economics, Alzahra university, Tehran, Iran.
3- MBA student, Management département, Faculty of social science and economics, Alzahra university, Tehran, Iran.
Abstract: (935 Views)
Storytelling is a marketing strategy that any brand, company, product, or service Can take advantage of it. People remember stories. If a story can evoke emotions in consumers, they will never forget that experience. Thus, it is necessary to pay attention to the effectiveness of the content in storytelling to attract potential customers and build a strong relationship with them. The purpose of the following study is to investigate the effect of story content on increasing customers' purchase intention. Therefore, two types of content were used in the content of a hypothetical brand's story in the form of narrative scripting. One of the contents had a personal plot, and the five other commercial contents had different plots.
The statistical population was the female students of public universities in Tehran. A questionnaire with six scenarios was used as a statically tool that was filled out by 270 students. There was a significant difference between the impact of the mentioned stories on the intention to buy. Also, the story with the social responsibility content had a greater impact on the consumer's purchasing intention in comparison to the other story themes.
The statistical population was the female students of public universities in Tehran. A questionnaire with six scenarios was used as a statically tool that was filled out by 270 students. There was a significant difference between the impact of the mentioned stories on the intention to buy. Also, the story with the social responsibility content had a greater impact on the consumer's purchasing intention in comparison to the other story themes.
Keywords: Storytelling, commercial storytelling, personal storytelling, purchase intention, Scenario creation.
Article Type: Original Research |
Subject:
Strategy and Management
Received: 2021/12/12 | Accepted: 2022/08/15 | Published: 2023/03/1
Received: 2021/12/12 | Accepted: 2022/08/15 | Published: 2023/03/1
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