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http://dx.doi.org/10.5392/JKCA.2016.16.07.112

The Effect of Brand Storytelling based on the Subject of Story  

Hong, Sook-Yeong (한세대학교 신문방송학과)
Cho, Seung-Ho (숭실대학교 글로벌통상학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.7, 2016 , pp. 112-121 More about this Journal
Abstract
The purpose of this research is to examine the effect of storytelling ads. To find out the effect, three different ads were created; one is no storytelling in ads, another is corporate storytelling ads, and the other is client storytelling ads. Each ads was exposed to high school students, and we analyzed their response to the ads such as ads recall, attitude toward ads, emotional response to ads, purchase intention, and the intention of word-of-mouth. The results showed that corporate storytelling ads among three ads was the most effective to recall the ads, and there was significant difference between corporate storytelling ads and no storytelling ads. In terms of attitude toward ads, there was significant difference between client storytelling and no storytelling ads. There were significant difference in positive emotion between client storytelling ads and no storytelling ads and between client storytelling ads and corporate storytelling ads, but no significant between corporate storytelling ads and no storytelling ads. Regarding emotion, students who were exposed to no storytelling ads showed the highest negative emotion, but the lowest negative emotion in client storytelling ads. There was significant difference in purchase intention between client storytelling and no storytelling ads and in the intention of word-of-mouth between corporate storytelling ads and no storytelling ads.
Keywords
Brand Storytelling Advertising; Subject of Story; Recall; Attitude Toward Ads; Emotion; Intention of Word-of-mouth;
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Times Cited By KSCI : 1  (Citation Analysis)
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