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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 728-728.


Laurence Dessart, Kedge Business School, Dep. of Marketing, Bordeaux, France
Valentina Pitardi, Luiss University, Dep. of Business Management, Rome, Italy


NA - Advances in Consumer Research Volume 44 | 2016

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