IDEAS home Printed from https://ideas.repec.org/a/aza/jcms00/y2021v5i2p103-128.html
   My bibliography  Save this article

Empowered storytelling: An examination of empowerment in storytelling and its impact on millennials

Author

Listed:
  • Lindsey-Warren, Tyrha M.

    (Clinical Assistant Professor of Marketing, Baylor University, USA)

  • Ringler, Christine

    (Assistant Professor of Marketing, Culverhouse School of Business, USA)

Abstract

Storytelling is a powerful way to help people connect and make sense of the world. As brands continue to search for ways to make an emotional connection with millennials, being able to articulate a story that encourages millennial consumers to be better, as well as live to their fullest potential, is paramount to building sustainable connections that invite brand loyalty. This paper examines narrative transportation theory — the process by which consumers become absorbed or lost in a story. Specifically, the research explores storytelling in advertisements that exude the emotion of empowerment and its impact on millennials. Using qualitative design and inquiry, the work uncovers insights as to why narrative transportation works and why it is has such an emotional impact.

Suggested Citation

  • Lindsey-Warren, Tyrha M. & Ringler, Christine, 2021. "Empowered storytelling: An examination of empowerment in storytelling and its impact on millennials," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 5(2), pages 103-128, March.
    • Handle: RePEc:aza:jcms00:y:2021:v:5:i:2:p:103-128
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6255/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6255/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    empowerment; storytelling; millennials; advertising; branding; narrative transportation; consumer behaviour; emotional connection;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jcms00:y:2021:v:5:i:2:p:103-128. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.