In a time where there can be so much alienation through screens, digital storytelling allows you to give your audience a unique experience they can interact with on a more personal and authentic level. Whether it's a weekend-long Netlfix binge or in their day-to-day marketing interactions, consumers want content to be driven by a strong narrative. It shouldn't be surprising that people crave stories. And how can you best incorporate their needs and their wants into your content? For smart consumers looking to see themselves in your brand, they must first buy into your brand's story. However, you can't just dissipate content en masse and expect consumers to be eager to receive it you have to craft your branded content with your audience in mind.
Notably, the flow dimensionsĬontrol and attention focus are found to be particularly important for explaining the effect on brand associations.If your brand is looking to make more personable connections with today's consumers, utilizing a strategic content marketing campaign is a proven way to engage users and drive conversions. Furthermore,įlow mediates the effects of AR brand storytelling on both brand attitude and brand associations. The results show that AR brand storytelling leads to a higher perceived flow than regular brand storytelling. non-AR) between-subjects field experiment is conducted A single factorial (Type of brand storytelling: AR vs.
The aim of this study is to examine the effects of AR inīrand storytelling on brand attitude and brand associations, and to explore to what extent (the dimensions of) flow can explain In having immersive and exploratory interactions with consumers. Augmented reality (AR) holds the potential to aid brands Media formats are used to enhance these brand-consumer interactions. Organizations and brands have long since used stories to communicate and resonate with their audiences.
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