Engagement and Purchase Intention in Storydoing and Storytelling for Instagram Ads
DOI:
https://doi.org/10.62008/ixc/15/01EngageKeywords:
Storytelling, Storydoing, Engagement, Puchase Intention, Social Media, Experimental ResearchAbstract
People are more committed to environmental issues, an aspect that, together with the new ways of communicating on the internet, forces organisations to address society in a more honest and transparent way. In this context, storydoing is presented as a disruptive communication model that questions those strategies based on lovebrands and responds to the demands of a society sensitised to social injustices. To this end, the aim of this study is to measure the rate of engagement and consumption intention generated by storydoing advertising pieces compared to storytelling and to contribute to the establishment of a theory on the evolution of advertising based on narrative patterns. To this end, an experiment has been carried out in which a sample of 400 participants has determined that storydoing creatives generate more engagement than storytelling and this, in turn, leads social media users to have the intention to consume the advertised service.
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References
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