Engagement and purchase intention in storydoing and storytelling for Instagram ads
People are committed to environmental issues, an aspect that forces organizations to ad-dress society in a more honest way. In this context, storydoing is presented as a communication model that questions those strategies based on lovebrands and responds to the demands of a society sensitized to soc...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | español |
| OAI Identifier: | oai:ddd.uab.cat:315658 |
| Acceso en línea: | https://ddd.uab.cat/record/315658 https://dx.doi.org/urn:doi:10.62008/ixc/15/01Engage |
| Access Level: | acceso abierto |
| Palabra clave: | Engagement Experimental reseach Purchase intention Social media Storydoing Storytelling Intención de consumo Redes sociales Investigación experimental |
| Sumario: | People are committed to environmental issues, an aspect that forces organizations to ad-dress society in a more honest way. In this context, storydoing is presented as a communication model that questions those strategies based on lovebrands and responds to the demands of a society sensitized to social injustices. The aim of this work is to measure the rate of engagement and consumption intention generated by storydoing creativities compared to storytelling and to contribute to establish a theory about advertising based on narrative patterns. To this end, an experimental methodology has been applied to determine which of the two generates more engagement and consumption intention in Instagram users. The results show that the value with which they perceive the storytelling piece generates high rates of engagement with the advertised service. |
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