• 융합경영연구
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• 제6권4호
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• pp.1-16
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• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.38-44
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• 2020

Storytelling plays a very important role in emotional marketing recently. Storytelling marketing emphasizes a unique story and mythical meaning of the product, rather than its practical function. This is a faithful reflection of what the Dream Society has proposed. In this article, we are researching the consumption value system, and analyze various cases focusing on a coffee advertisement. In particular, by delivering a story, we will concentrate on advertising that appeals to utopian values and discusses the actual impact that it brings. If we communicate utopian values to consumers through various stories, business effects will be maximized, which will strengthen the brand image. The originality of this paper is to discuss the theory of consumption value system positively with the concept of storytelling. Therefore, we will draw conclusions as to which orientation is most ideal for storytelling in advertising. Understanding these business models will help you build an effective marketing strategy for the Dream Society.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2006년도 춘계학술발표대회 논문집
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• pp.125-130
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• 2006

The various kinds of consumption belong to a general category and at the same time the expression of most basic aspiration in the human life. Since the ancient times, the consuming activities have lasted with the other basic activities and the consuming space conducting consumption has developed as physical devices along with the human history. Those companies that have been given attention and getting favorable impression currently being selected by the consumers are now concentrated on the storytelling marketing. The storytelling marketing is that the emotion-oriented marketing activities give consumers the opportunities to enjoy the product contained stories to put the stories to marketing activities. It approaches to consumer with human story emotionally rather than rationally and heart rather than mind. Recently, the architecture has become artistic either it was linked and contacted media or part of marketing. We think that the story telling marketing is the eternal triangle among art, architecture and marketing that is a propensity or movement to interior at this time. I found out that the storytelling marketing methodology is able to touch the consumer's heart and stimulate consumption aspiration that makes new circumstances and experience expressing space. And for that, effective marketing methodology is to give the consumers a more exciting and enjoyable motivation in accord with the modern society to give companies positive image to customers and accordingly for the companies to gain profits. The story telling space that is filled with ideas which produce new circumstance and experience using the established narrative and theme will be required continuously and able to develop in the future.

• 한국콘텐츠학회논문지
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• 제15권10호
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• pp.92-104
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• 2015

최근 다수의 출판사가 페이스북을 이용한 스토리텔링 마케팅에 나서고 있다. 소셜미디어 이용자 증가에 따라 페이스북이 출판사의 유용한 마케팅 수단으로 인식되고 있고, 나아가 스토리텔링이 페이스북에서 유용한 설득 기법으로 인식되고 있기 때문이다. 이에 본 연구는 페이스북 스토리텔링 유형을 에피소드 유형, 체험담 유형, 기념일 유형, 정보 유형으로 분류하고, 각 유형에 따른 인지적 반응, 감정적 반응의 차이와 구매의도에 영향을 미치는 요인을 분석했다. 연구결과 기념일 스토리텔링과 정보 스토리텔링이 에피소드 스토리텔링, 체험담 스토리텔링에 비해 인지적 반응(신뢰도, 정보성, 관여도), 감정적 반응(호감도), 구매의도에서 긍정적으로 나타났다. 나아가 스토리텔링 유형별 구매의도에 영향을 미치는 소비자 태도변인을 분석한 결과, 관여도가 가장 중요한 영향을 미치는 변인으로 나타났다. 이런 측면에서 출판사의 페이스북을 통한 스토리텔링 마케팅은 정보 스토리텔링, 기념일 스토리텔링 유형에 초점을 맞추되, 스토리를 통해 얻을 수 있는 재미와 즐거움을 도서 구매의도와 연계시키는 방안을 모색할 필요가 있다.

• 한국유기농업학회지
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• 제32권2호
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• pp.203-231
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• 2024

Smart farm farmers invest a lot of facility costs, time and effort. Product differentiation using storytelling marketing is important for the profitability of smart farms, since it is not easy to differentiate products between fruits and vegetables grown in smart farms and conventional facilities. This study empirically analyzes the effect of storytelling marketing on consumers' value perception and willingness to pay for fruit and vegetables grown in smart farms. For this purpose, the survey is conducted on 1,050 consumers and the main results are as follows. First, as a result of evaluating consumers' value perception, consumers perceive the value of comparative products (product 2 and 3) to be higher than the base product (product 1). Product 2 and 3 provide richer stories than product 1. Second, the willingness to pay for product 3, which provides the richest story, was the highest, followed by product 2, and then product 1. This means storytelling marketing could be an effective strategy that increases the value of fruits and vegetables grown in smart farms. Third, more than half of the respondents are willing to use QR codes when purchasing fresh agricultural products. Farmers could use QR codes to provide rich stories for effective storytelling marketing.

• 한국프랜차이즈경영연구
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• 제2권2호
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• pp.111-133
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• 2011

본 연구는 급변하는 시대에 변화하는 소비자의 특성에 따라 하루가 다르게 변화하는 마케팅 트렌드를 통하여 점차 중요시 되어지는 스토리텔링(storytelling) 마케팅의 기본 요소들을 토대로 이를 충족시켜주는 스토리텔링의 특징들을 문헌과 자료들을 통하여 고찰 분석해보고 이를 통하여 스토리텔링이 기업의 브랜드 이미지에 미치는 영향과 스토리텔링 마케팅이 성공하기 위하여 필요한 요소들을 알아본다. 또한 이 요소들이 실질적으로 어떻게 사용되어 지고 있는지 국내외적인 사례분석을 통하여 성공적인 외식프랜차이즈의 스토리텔링 마케팅을 위해 나아갈 방향을 제시하는데 도움이 되고자 한다.

• Asia Marketing Journal
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• 제22권4호
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• pp.47-62
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• 2021

Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS's storytelling strategies, this article breaks down how stories permeate BTS's content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences is also examined. The analysis resulted in a proposed framework that suggests the following components: 1) story as central to the brand; 2) authenticity and sincerity; 3) idol participation in creative output; 4) use of transmedia storytelling and story gaps; 5) intertextuality and cohesion; 6) opportunities for audience engagement; and 7) dedicated creative staff. Utilizing this framework can help K-Pop groups elevate their brands, better use storytelling elements, and gain larger, more engaged audiences.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2019년도 춘계종합학술대회
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• pp.465-466
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• 2019

특별한 차별성 없이 평준화되고 있는 제품들로 넘쳐나는 과대경쟁 마케팅 환경 속에 브랜드 및 제품의 스토리텔링 마케팅은 고객 지향적 브랜드 커뮤니케이션 활동으로 주목받고 있다. 효과적이고 지속적인 경쟁유지를 위한 USP전략을 성공적으로 활용한 사례를 중심으로 스토리텔링 구성요소인 실행성, 이야기성 및 상호작용성의 관점에서 분석하여 고객과의 상호작용을 긍정적으로 이끌어 내고 지속적인 경쟁우위를 유지하기 위한 방법을 알아보았다.

• 헤리티지:역사와 과학
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• 제44권1호
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• pp.222-243
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• 2011

본 연구는 우리나라의 지역전통 문화유산 마케팅을 위하여 문화유산에 전래적 이야기를 입혀 접근하는 감성적 마케팅인 스토리텔링 마케팅 방안을 접목하기 위한 연구이다. 즉, 본 고는 지역의 전통적 문화유산인 지역전통문화유산 특성(DNA)화와 마케팅을 위하여 지역문화유산의 하나인 피맛골 음식에 이야기를 입히는 스토리텔링 적용 방안과 체험사례 개발을 통한 마케팅 방안을 제시한다. 이를 위하여 문화재의 의의와 가치 등과 지역문화유산이란 무엇이며, 문화유산과 스토리텔링의 관계, 스토리텔링 마케팅 사례 분석 및 스토리텔링 적용방안과 체험거리 소재 등을 개발하였다. 구체적으로는 지역문화유산의 사례, 성공요인과 전략, 외국의 사례 등을 제시하였다. 문화유산이란 가장 좋은 자산이라기보다 오로지 유일한 자산이기 때문에 지역의 정체성과 진정성을 담아 국내,외에 알릴 수 있는 요긴한 자산이다. 주요 대상으로 한국의 문화 DNA중 하나인 '꾼, 장이, 뱅이' 등의 사례를 토대로 피맛골 DNA를 추출, 일부 벼슬아치와 보부상(褓負商), 일반 백성인 춘보, 옥섬 이야기 등을 예시하였다. 분석의 초점과 대상은 먼저 피맛골의 시공(時空)과 인간을 소재로 그의 역사성과 이미지, 특성과 유래 등을 재조명하고, 둘째, 스토리와 체험거리로 벼슬아치, 보부상 사례와 '춘보, 옥섬' 이야기를 설정하였으며, 셋째, 스토리 공유과정으로 '뱅이집'(보부상과 춘보 국밥집) 등을 체험할 수 있는 '피마촌' 건립을 제안하였다.

• 농촌지도와개발
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• 제18권4호
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• pp.1051-1083
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• 2011

One of the significant element of industrialization is the marketing mixed by advertisement. This paper concerns itself with two key methodological issues that have arisen during the marketing communication research. First, it examines BTL media, appeal type and executive type for interpersonal communication. The second part of the paper argues that story have an effect on making relationship between a consumer and a producer as storytelling producer's history, story of experiences of user, episode and so on. In this paper we developed contents of advertising for pine nut in Hong Cheon using the storytelling marketing communication strategy.