| Author: | Wong, Kai Leong |
| Title: | A new way of winning customers on social media : an examination of storytelling factors of brands' Instagram and Tiktok short videos |
| Advisors: | Gu, Flora (MM) |
| Degree: | D.B.A. |
| Year: | 2022 |
| Subject: | Internet marketing Social media Storytelling in mass media Digital storytelling Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | xiv, 181 pages : color illustrations |
| Language: | English |
| Abstract: | Brands globally seek innovative means for attracting consumers because user engagement promotes brand recognition and loyalty. Web 2.0 technologies have ushered in the social media sphere, where social media content in the forms of text, calls, audio and video can promote communication and narrative transportation. This study determined how storytelling factors may impact user engagement (likes) with short video marketing content. A literature review revealed that few studies have focused on how storytelling factors affect user engagement through short video stories. The literature review is supplemented by a summary of practical reviews on the constructs and measurement indicators of the role of storytelling factors in this context. The study tested the identified constructs and estimated the relationships between them. Further, 11 initial constructs were identified in this study: 4 independent variables, related to the four storytelling factors; 3 moderators, related to the brand category and execution approach (i.e., informational or emotional); 4 dependent variables, of which the key dependent variable was the number of likes. The top 100 brands were selected from the 2019 report ‘BrandZ Top 100 Most Valuable Global Brands’ by WPP, one of the largest global advertising groups; the analysis was executed by Kantar, a global research company. Likert scale coding, Cohen’s kappa coefficient scale, Cronbach’s alpha, exploratory factor analysis using principal component analysis and varimax rotation, convergent validity using average variance extraction and discriminant validity using the Fornell–Larcker criterion were used to examine and test the initial constructs and their relationship with user engagement. A pre-post study methodology was followed. Four storytelling factors, namely, (i) authenticity, (ii) conciseness, (iii) reversal and (iv) humour, were identified and tested in this study as independent variables; further, the moderating factors—(v) brand category, (vi) informational execution approach and (viii) emotional execution approach—were also tested to determine how they affect user engagement. This study’s findings show that a short video’s authenticity, conciseness, reversal and humour in storytelling positively influence user engagement based on the number of likes on short videos. Further, the brand category (premium brand) had a positive moderating effect on the four storytelling factors and the likes generated thereof. Additionally, this study demonstrates that the four storytelling factors beneficially affected consumer engagement, with the effects being greater for premium brands compared with value brands. Furthermore, I discover that the emotional execution strategy improves the benefits of conciseness and reversal whereas the informational execution approach strengthens the impacts of authenticity, reversal and humour. Investigations were also conducted into additional measures of user engagement, such as the quantity of comments, shares and video views. Premium brands must thus focus on the quality of storytelling. As regards practical implementation, this study’s findings suggest that presenting real-life scenarios and relevant topics positively moderates authenticity; using simple messages in stories positively moderates conciseness; including an ‘Ah-ha!’ moment in the story positively moderates reversal; and creating hilarious moments positively moderates humour in storytelling; these factors, in turn, drive user engagement (likes). |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6741.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.54 MB | Adobe PDF | View/Open |
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