How Youtube Storytelling Can Win Consumers’ Hearts: the Case of Nivea

Laurence Dessart, Kedge Business School, Dep. of Marketing, Bordeaux, France
Valentina Pitardi, Luiss University, Dep. of Business Management, Rome, Italy
The study explores the role of storytelling in generating positive consumer responses to video ads, compared to fact-based ads. The findings support the relevance of storytelling in enhancing consumer-brand relationship and show how a co-creation process in the evolution of a brand's storytelling content contributes to large and positive consumer responses.
[ to cite ]:
Laurence Dessart and Valentina Pitardi (2016) ,"How Youtube Storytelling Can Win Consumers’ Hearts: the Case of Nivea", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 728-728.