Wiedza konsumenta o kategorii produktowej a skuteczność storytellingu w reklamie w mediach społecznościowych - wyniki badań eksperymentalnych

• Autorzy: Małgorzata Karpińska-Krakowiak

Warianty tytułu

The Effects of Consumer Knowledge and Storytelling in Social Media Advertising: Experimental Research

• Języki publikacji: PL

Abstrakty

Storytelling to opowiadanie historii, bajek lub legend. Jako swoisty zabieg narracyjny jest on coraz częściej wykorzystywany w reklamach przez dużą liczbę podmiotów na rynku [Escalas 1998, ss. 267-289; Brechman, Purvis 2015, ss. 366-381], jednakże - pomimo rosnącej popularności - nadal brakuje badań nad jego skutecznością. Przede wszystkim nie są w pełni znane czynniki decydujące o efektach oddziaływania opowieści na różnych odbiorców. W szczególności nie wiadomo, czy i w jakim zakresie stopień profesjonalizacji konsumenta (mierzony jego wiedzą o kategorii produktowej) wpływa na skutki storytellingu w mediach społecznościowych. Zrealizowano badania z wykorzystaniem klasycznego planu z grupą eksperymentalną (przekaz sformułowany jako opowieść) i kontrolną (przekaz pozbawiony form narracyjnych). Wyniki sugerują, iż pozytywny efekt storytellingu na wskaźniki zaangażowania wobec marki rośnie wraz z wiedzą konsumentów o kategorii produktowej. Taki rezultat ma niebagatelne znaczenie nie tylko dla naukowców, ale również dla reklamodawców, gdyż ukazuje wobec jakich grup odbiorców należy kierować przekaz oparty na formach narracyjnych, aby był najskuteczniejszy. (fragment tekstu)

EN

Storytelling has become very popular in advertising and it is eagerly exploited by many brands in their promotional endeavors online. Little is known, however, about the effectiveness of stories in terms of building digital brand engagement among consumers with varying product knowledge and expertise. The current study therefore investigates these effects experimentally. The findings show that consumer knowledge significantly moderates the impact of storytelling on digital brand engagement in a way that experts are more likely to better respond to stories than novices. Such results bear substantial informative power for marketing managers who often use product knowledge as an important variable in their segmentation and targeting practices. (original abstract)

Słowa kluczowe

PL

Reklama; Media społecznościowe

EN

Advertising; Social media

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2019
• Numer: t. 20, z. 6, cz. 2 Zmiany w myśleniu marketingowym
• Strony: 185--197

Twórcy

autor

Małgorzata Karpińska-Krakowiak

• Uniwersytet Łódzki

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