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Article

Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention

Department of Sport and Health Management, Da-Yeh University, No. 168, University Rd., Dacun, Changhua 51591, Taiwan
Mathematics 2020, 8(10), 1704; https://doi.org/10.3390/math8101704
Received: 30 August 2020 / Revised: 20 September 2020 / Accepted: 27 September 2020 / Published: 3 October 2020
(This article belongs to the Special Issue Mathematical Analysis in Economics and Management)
The purpose of the research is exploring the resonance of advertising benefits of storytelling in marketing from the perspective of consumers’ purchase intention. The college students are the study objects to watch different advertisement stories of different video duration, and compares the differences in the influence of different advertisement stories on college students’ purchasing inclination to reflect the advertising investment profits. The study found that the longer video duration of the advertising story, the more positive the consumer’s perception of the brand image and brand identity, and the more likely it is to promote consumers’ purchase intention for the brand. View Full-Text
Keywords: brand image; brand identity; brand storytelling brand image; brand identity; brand storytelling
MDPI and ACS Style

Tsai, M.-C. Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention. Mathematics 2020, 8, 1704. https://doi.org/10.3390/math8101704

AMA Style

Tsai M-C. Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention. Mathematics. 2020; 8(10):1704. https://doi.org/10.3390/math8101704

Chicago/Turabian Style

Tsai, Meng-Chuan. 2020. "Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention" Mathematics 8, no. 10: 1704. https://doi.org/10.3390/math8101704

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