Abstract
Storytelling is a mode of communication in human interaction and is pervasive in everyday life. Storytelling in marketing is also a managerial application as a marketing strategy. Researchers of consumer psychology and marketing have devoted great efforts to developing theories and conducting empirical studies on this approach. However, in addition to narrative theories, many researchers are mainly concerned about the effect of telling a good brand story and its applications, such as advertising design and presentation. However, for those products that usually lacks branding, such as agricultural products, knowledge remains scarce about the relative impact of storytelling in marketing. Few researchers have explicitly developed a valid tool for measuring the effect of storytelling in marketing. To aid storytelling research in consumer psychology, this article conceptualized a construct of the effectiveness of storytelling in agricultural marketing and developed a measure with further validation. This scale consisted of 13 items with four subscales: narrative processing, affect, brand attitude, and purchase intention. The findings of this study supported a structural model with strong order among the four dimensions and good model fit. A discussion of the results and the theoretical and practical implications for consumer psychology and marketing practice are also addressed.
Highlights
Economic development and changes in the production structure have led to changes in consumption patterns
To test item-total correlation, the Pearson correlation coefficients of individual items and the total score were obtained, and the results showed that the correlation coefficient index between the item and the total score was higher than the critical ratio of 0.5
As four latent factors in the Storytelling in Agricultural Marketing Effectiveness Scale” (SAMES) were found by exploratory factor analysis, this study further examined the discriminant validity of the factors to ensure that the factor structures derived from Exploratory factor analysis (EFA) were accurate
Summary
Economic development and changes in the production structure have led to changes in consumption patterns. Product quality was regarded as the basic need of consumers. Enterprises were to pay attention to production while considering the needs of consumers and creating value to meet the requirements of consumers. The American Marketing Association (AMA) redefined marketing in 2004 as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”. Compared to the definition developed in 1960, the new concept places greater emphasis on the importance of consumer-perceived value and customer relationship management because the transformation of consumption patterns and advancements in science and technology provide people with a wide range of information and all kinds of sensory stimulation. The American Marketing Association (AMA) redefined marketing in 2004 as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” Compared to the definition developed in 1960, the new concept places greater emphasis on the importance of consumer-perceived value and customer relationship management because the transformation of consumption patterns and advancements in science and technology provide people with a wide range of information and all kinds of sensory stimulation. Gao (2008) pointed out that human
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