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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.