Young Adults’ Views on Digital Storytelling Campaigns

Storytelling is gaining popularity due to its expected ability to earn consumers’ attention and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among...

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Detalles Bibliográficos
Autores principales:	Dora Simões, Belem Barbosa, Fabiana Leal
Formato:	article
Lenguaje:	EN ES FR PT
Publicado:	Universidad Nacional de Colombia 2021
Materias:	Social networking sites digital brand content strategies young adults digital storytelling campaigns customer relationship management brand loyalty Social Sciences H Commerce HF1-6182 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/6616d1c6358b46bea623debb713ad810
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id	oai:doaj.org-article:6616d1c6358b46bea623debb713ad810
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spelling	oai:doaj.org-article:6616d1c6358b46bea623debb713ad8102021-11-30T23:35:43ZYoung Adults’ Views on Digital Storytelling Campaigns0121-50512248-6968https://doaj.org/article/6616d1c6358b46bea623debb713ad8102021-11-01T00:00:00Zhttps://revistas.unal.edu.co/index.php/innovar/article/view/99450https://doaj.org/toc/0121-5051https://doaj.org/toc/2248-6968 Storytelling is gaining popularity due to its expected ability to earn consumers’ attention and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among certain segments such as young adults. Therefore, the main aim of this article is to explore young adults’ views on digital storytelling campaigns, focusing on the determinants of interaction, the impacts on consumer behavior, and the outcomes for brands. By adopting a qualitative approach, eight focus groups were conducted. Participants were 40 Portuguese consumers and social network site users, aged 19 to 37. The study demonstrates that being posted by a friend makes the content more attractive to one’s attention and increase its chances of further interaction (i.e., liking, sharing and commenting). The study also demonstrates that despite the expected positive emotional impacts of digital storytelling campaigns highlighted in the literature, they can also generate mistrust whenever it is not clear for the consumer how the topic chosen for the story relates to the brand and its products. Moreover, these campaigns may also fail to improve brand’s image if the brand is not conveniently featured in the campaign. Dora SimõesBelem BarbosaFabiana LealUniversidad Nacional de ColombiaarticleSocial networking sitesdigital brand content strategiesyoung adultsdigital storytelling campaignscustomer relationship managementbrand loyaltySocial SciencesHCommerceHF1-6182BusinessHF5001-6182ENESFRPTInnovar: Revista de Ciencias Administrativas y Sociales, Vol 32, Iss 83 (2021)
institution	DOAJ
collection	DOAJ
language	EN ES FR PT
topic	Social networking sites digital brand content strategies young adults digital storytelling campaigns customer relationship management brand loyalty Social Sciences H Commerce HF1-6182 Business HF5001-6182
spellingShingle	Social networking sites digital brand content strategies young adults digital storytelling campaigns customer relationship management brand loyalty Social Sciences H Commerce HF1-6182 Business HF5001-6182 Dora Simões Belem Barbosa Fabiana Leal Young Adults’ Views on Digital Storytelling Campaigns
description	Storytelling is gaining popularity due to its expected ability to earn consumers’ attention and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among certain segments such as young adults. Therefore, the main aim of this article is to explore young adults’ views on digital storytelling campaigns, focusing on the determinants of interaction, the impacts on consumer behavior, and the outcomes for brands. By adopting a qualitative approach, eight focus groups were conducted. Participants were 40 Portuguese consumers and social network site users, aged 19 to 37. The study demonstrates that being posted by a friend makes the content more attractive to one’s attention and increase its chances of further interaction (i.e., liking, sharing and commenting). The study also demonstrates that despite the expected positive emotional impacts of digital storytelling campaigns highlighted in the literature, they can also generate mistrust whenever it is not clear for the consumer how the topic chosen for the story relates to the brand and its products. Moreover, these campaigns may also fail to improve brand’s image if the brand is not conveniently featured in the campaign.
format	article
author	Dora Simões Belem Barbosa Fabiana Leal
author_facet	Dora Simões Belem Barbosa Fabiana Leal
author_sort	Dora Simões
title	Young Adults’ Views on Digital Storytelling Campaigns
title_short	Young Adults’ Views on Digital Storytelling Campaigns
title_full	Young Adults’ Views on Digital Storytelling Campaigns
title_fullStr	Young Adults’ Views on Digital Storytelling Campaigns
title_full_unstemmed	Young Adults’ Views on Digital Storytelling Campaigns
title_sort	young adults’ views on digital storytelling campaigns
publisher	Universidad Nacional de Colombia
publishDate	2021
url	https://doaj.org/article/6616d1c6358b46bea623debb713ad810
work_keys_str_mv	AT dorasimoes youngadultsviewsondigitalstorytellingcampaigns AT belembarbosa youngadultsviewsondigitalstorytellingcampaigns AT fabianaleal youngadultsviewsondigitalstorytellingcampaigns
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Young Adults’ Views on Digital Storytelling Campaigns

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