In our empirical research, we intend to understand the role of storytelling in the creation of brand love when it is used as a brand communication technique. In this case, we address the jewelry brand PANDORA as a case study. The study also informed suggestions for further research, which could improve understanding of how users interact with and experience content marketing.The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. The study led to the creation of an adaptable framework that can be used to plan cross-platform brand storytelling. The following questions guided the study: Which elements of transmedia theory, narrative theory, and marketing theory can be used to effectively analyze and plan cross-platform brand stories? Which elements of digital brand content establish compelling “storyworlds” that aim to create a sense of consumer identification? A multimodal approach was used to analyze the narrative, transmedia, image, text, and interactive features of two content campaigns distributed on Warby Parker’s Instagram account and corporate blog. This major research paper investigates the practice of cross-platform brand storytelling by applying principles of narrative, transmedia, and marketing theory to a case study of American eyewear brand Warby Parker’s content marketing campaigns.
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