Storytelling: Effects of Narrative vs. Non-narrative Advertisements on Consumer Attitudes on Instagram
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School of Business |
Bachelor's thesis
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Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
39 + 8
Series
Abstract
Objectives The main objective of this study was to provide an understanding of the effects that narrative vs. non-narrative ads have on consumer attitudes on social media. Marketers have been using storytelling for decades and previous research has been able to establish countless benefits that come with it. However, a gap in research exists when it comes to using a social media platform as the marketing channel. Additionally, some previous studies have also been limited due to consumers’ previous brand knowledge and possible prejudice. Thus, this study aimed to measure the difference that narrative vs. non-narrative ads have on consumers’ brand image and purchase intention on Instagram without having pre-existing knowledge of the brand. Summary Two different Instagram advertisements were created for an imaginary brand: one which contained a narrative and the other one with descriptive information about the products. The respondents (N= 124) were exposed to one of the two ads after which brand image and purchase intention were measured using the same set of questions regardless of which ad the respondent had seen. Conclusions The results of this study indicate that when it comes to advertising on Instagram, consumers prefer narrative advertisements over non-narrative advertisements. Additionally, the quantitative research posits that narrative advertisements are more likely to create a positive brand image and stronger purchase intention.Description
Thesis advisor
Mota, MarcioKeywords
marketing, advertising, instagram, social media, storytelling, narrative ad, non-narrative ad, consumer attitudes