The Effect of Storytelling Advertisement on Consumer Empathy and Persuasion: Focusing on the Chinese Consumers

Abstract

[Purpose]The current research aims to explore the factors that influence consumer attitudes toward the brand regarding storytelling advertisements. We proposed a theoretical framework to investigate the roles of empathy and persuasion, and the Chinese culture modulation effect by a synergistic combination of the S－O－R model, content marketing, and emotional marketing. [Methodology]Through three studies, online questionnaires were administered to participants viewing three different advertisements, and the collected data were empirically remarked on and confirmed by AMOS software. [Findings]The results indicate that storytelling advertisements for practical products resulted in higher empathy, persuasion, and a more positive attitude toward the brand than storytelling advertisements for hedonistic products. It also confirmed the moderating effect of Chinese culture. [Implications]The findings will help companies develop effective advertising strategies to attract more consumers and provide a better brand experience. This will help to support trade exchanges of import and export commodities and promote the development of multinational economic and cultural endeavors.