Storytelling advertising investment profits in marketing: From the perspective of consumers’ purchase intention

Abstract

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.