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Young Adults’ Views on Digital Storytelling Campaigns
Opiniones de adultos jóvenes sobre las campañas de storytelling
A visão dos jovens adultos sobre as campanhas de storytelling
DOI:
https://doi.org/10.15446/innovar.v32n83.99450Palabras clave:
Social networking sites, digital brand content strategies, young adults, digital storytelling campaigns, customer relationship management, brand loyalty (en)redes sociales, estrategias digitales de contenido de marca, adultos jóvenes, campañas de storytelling digital, gestión de relaciones con el cliente, lealtad de marca (es)
sites de redes sociais, estratégias de conteúdo de marca digital, jovens adultos, campanhas de storytelling, gestão de relacionamento com clientes, fidelidade à marca (pt)
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Storytelling is gaining popularity due to its expected ability to earn consumers’ attention and generate positive outcomes such as brand awareness, trust, and customer engagement. However, the effects of digital storytelling campaigns on brands are still insufficiently researched, especially among certain segments such as young adults. Therefore, the main aim of this article is to explore young adults’ views on digital storytelling campaigns, focusing on the determinants of interaction, the impacts on consumer behavior, and the outcomes for brands. By adopting a qualitative approach, eight focus groups were conducted. Participants were 40 Portuguese consumers and social network site users, aged 19 to 37. The study demonstrates that being posted by a friend makes the content more attractive to one’s attention and increase its chances of further interaction (i.e., liking, sharing and commenting). The study also demonstrates that despite the expected positive emotional impacts of digital storytelling campaigns highlighted in the literature, they can also generate mistrust whenever it is not clear for the consumer how the topic chosen for the story relates to the brand and its products. Moreover, these campaigns may also fail to improve brand’s image if the brand is not conveniently featured in the campaign.
El storytelling (narración de historias) ha venido ganando popularidad debido a su capacidad de atraer la atención de los consumidores y generar resultados positivos en dimensiones como el reconocimiento de marca, la confianza y el customer engagement. Sin embargo, los efectos de las campañas de storytelling para las marcas son un tema que requiere ser investigado a profundidad, especialmente en ciertos segmentos de la población, como los adultos jóvenes. Por lo anterior, el objetivo principal de este trabajo es estudiar las opiniones de los adultos jóvenes sobre las campañas de storytelling, con énfasis en los determinantes de la interacción, los impactos sobre el comportamiento del consumidor y los resultados finales para las marcas. Desde un enfoque cualitativo, se llevaron a cabo ocho grupos focales con 40 usuarios activos de redes sociales con edades entre 19 y 37 años, provenientes de Portugal. Los hallazgos muestran que el contenido publicado por amigos en redes sociales es más atractivo y aumenta las posibilidades de interacción adicional (dar me gusta, compartir y comentar). El estudio también señala que a pesar del impacto emocional positivo reportado por la literatura, este tipo de campañas puede generar desconfianza en los consumidores en aquellos casos en los que no es clara la relación entre la historia narrada y la marca y los productos que esta ofrece. Asimismo, puede que estas campañas no resulten ser eficaces para mejorar la imagen de una marca cuando esta no es asertivamente representada.
O storytelling está se tornando popular devido à sua capacidade esperada de atrair a atenção dos consumidores e gerar resultados positivos, tais como o reconhecimento da marca, a confiança e o envolvimento do cliente. No entanto, os efeitos das campanhas de storytelling sobre as marcas ainda são insuficientemente pesquisados, especialmente entre certos segmentos, como os jovens adultos. Portanto, o principal objetivo deste artigo é explorar a visão dos jovens adultos sobre as campanhas de storytelling, centrandose nos determinantes da interação, nos impactos no comportamento do consumidor e nos resultados para as marcas. Ao adotar uma abordagem qualitativa, oito grupos de foco foram conduzidos. Os participantes eram 40 consumidores portugueses e usuários de sites de redes sociais, com idades entre 19 e 37 anos. O estudo demonstra que ser postado por um amigo torna o conteúdo mais atraente para a atenção de alguém e aumenta as chances de interação (ou seja, curtir, compartilhar e comentar). O estudo também demonstra que apesar dos impactos emocionais positivos esperados das campanhas de storytelling destacadas na literatura, elas também podem gerar desconfiança sempre que não estiver claro para o consumidor como o tópico escolhido para a história se relaciona com a marca e seus produtos. Além disso, essas campanhas também podem não melhorar a imagem da marca se esta não for adequadamente apresentada na campanha.
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