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Once upon a finance: Investigating the Impact of Storytelling on Consumer's purchase intention

Baldhagen, Daniel LU (2023) SKOM12 20231
Department of Strategic Communication
Abstract
This study investigates the relationship between narrative marketing and the intention to purchase mortgages. A sample of 88 individuals was recruited through a convenience sample. These 88 individuals were randomly selected into either the control or treatment groups. The treatment group was exposed to narrative marketing communication, and the control group was non-narrative marketing communication — the only difference between the groups. After being randomly assigned to different groups, the groups were asked to answer the question in a survey. Thus, this research uses a quantitative research method.

The first part of the survey focused on the participant's views on what affects them when making financial decisions. The second part... (More)
This study investigates the relationship between narrative marketing and the intention to purchase mortgages. A sample of 88 individuals was recruited through a convenience sample. These 88 individuals were randomly selected into either the control or treatment groups. The treatment group was exposed to narrative marketing communication, and the control group was non-narrative marketing communication — the only difference between the groups. After being randomly assigned to different groups, the groups were asked to answer the question in a survey. Thus, this research uses a quantitative research method.

The first part of the survey focused on the participant's views on what affects them when making financial decisions. The second part of the survey was the marketing exposure. After marketing exposure, the groups were asked to answer questions regarding their intention to purchase the mortgages. The regression analysis results and other statistical concepts showed that individuals exposed to narrative marketing communication report higher purchase intention and that social norm is the single part of the theory of planned behavior that influences purchase intention. Attitude and perceived behavioral control do not affect purchase intention. This research concludes that financial companies should
and can use narrative marketing communication when creating marketing
communications strategies when communicating the current financial and economic
situation and the solutions they are proposing. (Less)
Please use this url to cite or link to this publication:
author
Baldhagen, Daniel LU
supervisor
organization
course
SKOM12 20231
year
type
H2 - Master's Degree (Two Years)
subject
keywords
storytelling, narrative marketing communication, purchase intention, attitude, social norms, perceived behavioral control
language
English
id
9120851
date added to LUP
2023-06-15 14:54:31
date last changed
2023-06-15 14:54:31
@misc{9120851,
  abstract     = {{This study investigates the relationship between narrative marketing and the intention to purchase mortgages. A sample of 88 individuals was recruited through a convenience sample. These 88 individuals were randomly selected into either the control or treatment groups. The treatment group was exposed to narrative marketing communication, and the control group was non-narrative marketing communication — the only difference between the groups. After being randomly assigned to different groups, the groups were asked to answer the question in a survey. Thus, this research uses a quantitative research method.

The first part of the survey focused on the participant's views on what affects them when making financial decisions. The second part of the survey was the marketing exposure. After marketing exposure, the groups were asked to answer questions regarding their intention to purchase the mortgages. The regression analysis results and other statistical concepts showed that individuals exposed to narrative marketing communication report higher purchase intention and that social norm is the single part of the theory of planned behavior that influences purchase intention. Attitude and perceived behavioral control do not affect purchase intention. This research concludes that financial companies should
and can use narrative marketing communication when creating marketing
communications strategies when communicating the current financial and economic
situation and the solutions they are proposing.}},
  author       = {{Baldhagen, Daniel}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Once upon a finance: Investigating the Impact of Storytelling on Consumer's purchase intention}},
  year         = {{2023}},
}