通过转型活动吸引客户:关于 "Jaago Re "故事感染力的网络地理探索

IF 1.5 Q2 COMMUNICATION
Anjali S. Menon, Rajasekharan Pillai, Yogesh P. Pai
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引用次数: 0

摘要

讲故事是一种战略性营销工具,可通过轶事式的品牌内容结构吸引客户的注意力,从而提高客户参与度。本研究对一次变革性广告活动及其在社交媒体上产生的客户参与度进行了学术叙述。本研究采用网络统计方法,使用定性三角测量法来观察围绕该活动的参与情况。数据收集自 Facebook、Instagram 和 Twitter 等在线平台。研究确定了客户参与活动的情绪。此外,符号学分析还对活动视频中的讲故事元素进行了评估。研究结果表明,通过使用叙事和情感元素,讲故事可以有效地与受众建立联系,并将关键信息传达给受众。研究结果对希望了解讲故事对变革性广告活动的影响的营销专业人员具有启发意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’
Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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