Storytelling Advertising On Social Media: A Study Of Pnj And Vietnam Luxury Brand Advertising

Abstract

When facts are presented with emotion in storytelling material, individuals are more engaged and motivated to act or alter their environment. People find stories fascinating, and they are easier to retrieve than just the facts. The viewers of Vietnam's Generation Z are the focus of this study's examination of response theory. Previous studies have examined the efficacy of this specific social media platform's narratives feature. Consequently, the author follows the preceding research and uses a sequential model to examine how narrative advertising affects audience engagement. The two sets of independent variables are message-giver factors and message-receiver factors, concentrating on luxury brands. SEM is used to analyze data from 419 Vietnamese people in Ho Chi Minh City who are between the ages of 18 and 29. The results provide insightful information about how consumers perceive narrative advertising and highlight the potential of digital storytelling as a powerful communication tool in the marketing mix. Furthermore, the research found that, in terms of Generation Z, the influence of content comprehension on narrative advertising is negligible. Additionally, the study highlights opportunities for further research in this area and offers marketers practical takeaways