HOW DIGITAL VIDEO STORYTELLING ADVERTISEMENT HAVE AN EFFECT ON CUSTOMER EMOTIONS, WOM AND ATTITUDE TOWARD BRAND, WITH THE MODERATING NARRATIVE PREFERENCE AND NARRATIVE TRANSPORTATIONS

• Main Author: Nikmah, Wasingatun
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60964
• Institution: Institut Teknologi Bandung

A million advertisements come out every day with similar content especially in digital media. Therefore, people see the advertising as an annoying thing that will be skipped even though companies spend hundred billion dollars on advertising each year. Therefore, this study aims to identify the effect of video storytelling advertisements in digital media especially in social media towards customer emotions response, attitude toward brand and word of mouth where in the previous research shows that the story plays with consumer emotions and also influences consumer attitude and perception toward an object. Furthermore, also investigating the effect of moderating there are narrative preference (viewers preference about the story) and narrative transportation (viewers are deeply immersed into the storyline) toward the relationship between storytelling ads and customer emotions. This study uses a quantitative approach through online questionnaires as tools to collect the data and uses 3 different videos of storytelling advertising from 3 brands (Gojek, Tokopedia and Toyota) to know the viewers acceptance on 3 different videos of storytelling advertisements, each video consists of 137, 141, 141 samples and the total sample use in this study is 419 samples. PLS-SEM is used as a method to analyze the data and use SmartPLS applications. The results show that storytelling advertising can eliminate the negative emotions and generate more favorable emotional responses such as warm feelings compared with factual advertising, and find that females more easily express their emotion and influence their emotions. Also, it has a significant positive effect on consumer attitude toward brand (AB) and intention to share information about the product or brand by word of mouth (WM). Then, narrative preference and narrative transportation fail to moderate the relationship between storytelling ads and customer emotions toward ads. Humor and stories about daily life with meaningful messages are the type of storytelling advertising that get the most attention from viewers. So, design and type of video storytelling is one of things that needs to be carefully considered by a brand in adapting in this advertising environment. Therefore, storytelling advertising is one of digital marketing that can be considered because it can influence consumers' perception where they can see a brand as a good/favorable brand since the positive moods/emotions tend to have good evaluation toward the object.