Engagement and Purchase Intention in Storydoing and Storytelling for Instagram Ads

Abstract

People are committed to environmental issues, an aspect that forces organizations to ad-dress society in a more honest way. In this context, storydoing is presented as a communication model that questions those strategies based on lovebrands and responds to the demands of a society sensitized to social injustices. The aim of this work is to measure the rate of engagement and consumption intention generated by storydoing creativities compared to storytelling and to contribute to establish a theory about advertising based on narrative patterns. To this end, an experimental methodology has been applied to determine which of the two generates more engagement and consumption intention in Instagram users. The results show that the value with which they perceive the storytelling piece generates high rates of engagement with the advertised service.