A story to sell: The influence of storytelling on consumers' purchasing behavior |
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| Authors: | João Ricardo de Oliveira Júnior Ricardo Limongi Weng Marc Lim Jacqueline K Eastman Satish Kumar |
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| Institution: | 1. Faculty of Management, Accounting, and Economic Sciences, Federal University of Goias, Goiás, Goiânia, Brazil;2. Sunway Business School, Sunway University, Sunway City, Selangor, Malaysia;3. Department of Marketing, Lutgert College of Business, Florida Gulf Coast University, Fort Myers, Florida, USA;4. Department of Management Studies, Malaviya National Institute of Technology Jaipur, Jaipur, Rajasthan, India |
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| Abstract: | Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in marketing, this research examines how the marketing literature has addressed the influence of storytelling on consumers' purchasing behavior. The findings aid in understanding how the topic has been discussed from a marketing perspective in consumer behavior studies. Through a systematic literature review using a bibliometric analysis, we demonstrate that the marketing literature features four strands about the uses of storytelling to influence consumers' purchasing behavior. First, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior. |
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| Keywords: | consumer purchase behavior review storytelling |
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