Wiedza konsumenta o kategorii produktowej a skuteczność storytellingu w reklamie w mediach społecznościowych – wyniki badań eksperymentalnych
The Effects of Consumer Knowledge and Storytelling in Social Media Advertising: Experimental Research

Summary/Abstract: Storytelling has become very popular in advertising and it is eagerly exploited by many brands in their promotional endeavors online. Little is known, however, about the effectiveness of stories in terms of building digital brand engagement among consumers with varying product knowledge and expertise. The current study therefore investigates these effects experimentally. The findings show that consumer knowledge significantly moderates the impact of storytelling on digital brand engagement in a way that experts are more likely to better respond to stories than novices. Such results bear substantial informative power for marketing managers who often use product knowledge as an important variable in their segmentation and targeting practices.

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