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What is Storytelling Strategies

Chapter 6
Global Perspectives on Strategic Storytelling in Destination Marketing
The methods used to tell a story.
Published in Chapter:
The Influence of Storytelling Strategies on Attitude and Purchase Intention
Luís José Andrade (Universidade Europeia, Portugal) and Maria João Ferreira (Universidade Europeia, Portugal)
Copyright: © 2022 |Pages: 22
DOI: 10.4018/978-1-6684-3436-9.ch006
Abstract
This study seeks to examine the influence of storytelling strategies on individuals' attitudes and purchase intentions. Seven storytelling strategies were classified as dimensions, which served as a starting point for storytelling design and studying its impact on individuals. In this research, it is assumed that storytelling strategies positively influence attitude and purchase intention. Methodologically, the research adopts a causal-comparative approach. Accordingly, two hypotheses were tested through design and comparison of two scenarios with and without storytelling strategies. Analyses confirmed the study's hypotheses.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chapter 5
People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions
Strategies designed to persuade through stories. The main objective of storytelling strategies is to create emotion and cognition through a story, in order to persuade and engage an audience.
Published in Chapter: People Make Places, What Do Stories Do?: Applying Digital Storytelling Strategies to Communicate the Identity of Cities and Regions; From: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
Full Text Chapter Download: US $37.50 Add to Cart
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