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Using necessary condition analysis to understand digital storytelling’s impact on consumer behavior

2025-07-28Journal article Restricted access
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datacite.subject.fosCiências Sociais::Economia e Gestão
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
datacite.subject.sdg11:Cidades e Comunidades Sustentáveis
dc.contributor.authorLisboa, Ana Catarina Cadima
dc.contributor.authorDias, Álvaro L.
dc.contributor.authorAbrantes, José Luis
dc.contributor.authorFerreira, Bruno
dc.contributor.authorSousa, Catarina
dc.date.accessioned2025-11-24T15:06:46Z
dc.date.available2025-11-24T15:06:46Z
dc.date.issued2025-07-28
dc.description.abstractDigitalization disrupted the marketing landscape, enabling connection with stakeholders, but also introducing heightened competition and digitally empowered consumers. These consumers navigate a world of information overload, pushing brands to look for innovative communication strategies to break through the clutter. Brand storytelling emerged as a powerful tool in this regard, engaging consumers through cognitive and emotional pathways. This study explores the necessary conditions for effective digital storytelling campaigns, using two techniques for data analysis. Using narrative transportation theory, and survey consumer data, the research evidences the cognitive path foundational role to convert storytelling to purchase intention. Conversely, the emotional path, while influential for word-of-mouth, is neither a necessary nor a sufficient condi- tion for purchase intention. These findings highlight the strategic value of overall brand equity in storytelling campaigns, offering actionable insights for more effective marketing strategies.eng
dc.description.sponsorshipThis work was supported by Fundação para a Ciência e a Tecnologia, grant UIDB/00315/2020, UIDB/04928/2020 and UIDB/05583/2020).
dc.identifier.citationLisboa, A.C.C., Dias, Á.L., Abrantes, J.L. et al. Using necessary condition analysis to understand digital storytelling’s impact on consumer behavior. J Market Anal (2025). https://doi.org/10.1057/s41270-025-00425-3
dc.identifier.doi10.1057/s41270-025-00425-3
dc.identifier.issn2050-3318
dc.identifier.issn2050-3326
dc.identifier.urihttp://hdl.handle.net/10400.8/14714
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer Nature
dc.relationBusiness Research Unit - BRU-IUL
dc.relationCentre of Applied Research in Management and Economics
dc.relationCentre for Research in Digital Services
dc.relation.hasversionhttps://link.springer.com/article/10.1057/s41270-025-00425-3
dc.relation.ispartofJournal of Marketing Analytics
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectStorytelling
dc.subjectOverall brand equity
dc.subjectAffective involvement
dc.subjectPurchase intention
dc.subjectMarketing
dc.subjectNecessary
dc.titleUsing necessary condition analysis to understand digital storytelling’s impact on consumer behavioreng
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleBusiness Research Unit - BRU-IUL
oaire.awardTitleCentre of Applied Research in Management and Economics
oaire.awardTitleCentre for Research in Digital Services
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F00315%2F2020/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F05583%2F2020/PT
oaire.citation.titleJournal of Marketing Analytics
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameLisboa
person.givenNameAna
person.identifier.ciencia-idC810-07A5-272D
person.identifier.orcid0000-0001-9568-5724
person.identifier.ridN-2657-2013
person.identifier.scopus-author-id40761616000
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
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