Exploring How Video Digital Storytelling Builds Relationship Experiences

Social media platforms have enabled new ways of communication, participation, and interaction, favoring relationships among consumers and encouraging them to share different aspects of their consumption experience in the form of stories

Rebecca Pera; Giampaolo Viglia

2016

Scholarcy highlights

  • Social media platforms have enabled new ways of communication, participation, and interaction, favoring relationships among consumers and encouraging them to share different aspects of their consumption experience in the form of stories
  • A relationship experience occurs when members of peer-to-peer communities, are rationally and emotionally engaged by the story, but are moved to action going beyond a vicarious roletaking process
  • The data emerged from the BASIC IDS’ application to story receivers contributes to a conceptual exploration of consumer experience in terms of 13 storytelling processing, which varies in intensity and nature
  • This study contributes to the conceptualization of consumer relationship experiences through storytelling
  • The insights shed light on the process that occur when members of peer-to-peer communities, are rationally and emotionally engaged by the story, but are moved to action going beyond a vicarious roletaking process
  • Video storytelling has a tremendous power compared to written storytelling as it favors the occurrence of the emotional dimension of consumer relationship experiences, transforming individual consumption experiences into collective ones
  • The interactive nature of social media would provide marketers with better opportunities to have a full co-creative process where receivers are called to freely interpret the story and cooperate in cogenerating a collective text within a relationship experience context

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