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The Effect of Storytelling Associated with COVID-19 on Engagement

Author

Listed:
  • Ribeiro, Anabela
  • Rodrigues, Maria Antónia
  • Lemos, Patrícia

Abstract

The main objective of this investigation is to understand how the posts in form of stories published by brands associated with the COVID-19 pandemic affected engagement with their consumers. Regarding the stories, plot, characters and verisimilitude have been evaluated. With regard to consumer engagement (CE), affective, emotional and cognitive involvement have been assessed. This study uses a qualitative methodology with a netnographic approach that takes into account the comments of the advertisements published on two social networks, Facebook and Instagram, by nine Portuguese brands. The results of this research reveal that in order for the stories associated with COVID-19 to have a greater level of influence on the customer, they must use their elements as a whole, to encourage positive consumer engagement.

Suggested Citation

  • Ribeiro, Anabela & Rodrigues, Maria Antónia & Lemos, Patrícia, 2022. "The Effect of Storytelling Associated with COVID-19 on Engagement," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 31(3), pages 1-27.
    • Handle: RePEc:sdo:regaec:v:31:y:2022:i:3_3
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    File URL: https://revistas.usc.gal/index.php/rge/article/view/8263/12346
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    More about this item

    Keywords

    Storytelling; Consumer Engagement; COVID-19; Marketing de Causas Sociais;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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