Page | 1 DISSERTATION Module Code: Supervisor: Student Name: Student No: Dissertation Title: ‘Assess the effectiveness of s torytelling as a communication tool for the millennial generati on’ Page | 2 Abstract Purpose - To assess the effectiveness of storytelling as a communication tool on the millennial generation Design/Approach to Methodology - Quantitative approach to data collection using Google forms to design a questionnaire, posted on social media websites such as Facebook. Included a number of qualitative questions to allow explanation of answers. Findings - The thesis provides information on which businesses have effectively used storytelling within their brand, researching the certain effects of brand stories. The research also provides an indication of the extent storytelling translates to a call to action, evaluating the effects of storytelling on purchasing from the company itself and whether millennials desire to see the tool used in future campaigns. Research limitations - The research could have included more participants so that a deeper investigation could have taken place. Moreover, a second questionnaire could have been designed, aimed at Generation X/baby boomers to examine the differences and similarities of attitu des towards storytelling in comparison to Millennials. Focus groups could have also enrichened the data. Originality/Value – The paper investigates the relevancy of storytelling to millennials, analysing the effects of brand stories and why certain people connect with the marketing communication tool. Recommendations are proposed on how businesses could possibly improve their brand awareness by targeting millennials using brand narratives, especially within certain industries. Page | 3 Table of Contents 1. Background/ Rationale ................................ ................................ ................................ ............ 4 2. Introduction to the Literature Review ................................ ................................ .................... 5 2.1. Marketing Communications ................................ ................................ ................................ 5 2.2. Storytelling ................................ ................................ ................................ ............................. 8 2.3. The Effects of Storytelling on Consumer Behaviour ................................ ....................... 9 2.4. Nostalgia marketing ................................ ................................ ................................ ........... 12 2.5. Millennials ................................ ................................ ................................ ............................ 14 3. Methodology ................................ ................................ ................................ ............................ 19 3.1. Research philosophy ................................ ................................ ................................ ......... 19 3.2. Questionnaires ................................ ................................ ................................ .................... 20 3.3. Research design ................................ ................................ ................................ ................. 21 3.4. Benefits of using Questionnaires ................................ ................................ ..................... 23 3.5. Data Analysis ................................ ................................ ................................ ...................... 24 3.6. Secondary research ................................ ................................ ................................ ........... 25 3.7. Sampling techniques ................................ ................................ ................................ ......... 25 3.8. Reliability ................................ ................................ ................................ ............................. 26 3.9. Validity ................................ ................................ ................................ ................................ .. 27 3.10. Limitations ................................ ................................ ................................ ....................... 28 3.11. Ethical Considerations ................................ ................................ ................................ ... 30 4. Findings ................................ ................................ ................................ ................................ ... 32 4.1. Quantitative findings ................................ ................................ ................................ .......... 34 4.2. Qualitative findings ................................ ................................ ................................ ............. 47 5. Analysis and Discussion ................................ ................................ ................................ ........ 53 5.1. Objective 1 ................................ ................................ ................................ ........................... 53 5.2. Objective 2 ................................ ................................ ................................ ........................... 55 5.3. Objective 3 ................................ ................................ ................................ ........................... 59 5.4. Objective 4 ................................ ................................ ................................ ........................... 63 6. Conclusions ................................ ................................ ................................ ............................. 67 7. Limitations ................................ ................................ ................................ ............................... 68 8. Recommendations ................................ ................................ ................................ ................. 69 9. References ................................ ................................ ................................ .............................. 70 10. Appendices ................................ ................................ ................................ .......................... 74 10.1. Part One of the Quantitative Research ................................ ................................ ....... 74 10.2. Part Two of the Quantitative Research ................................ ................................ ....... 75 Page | 4 10.3. Part Three of the Quantitative Research ................................ ................................ .... 76 1. ackground/ Rationale The purpose of this research is to investigate whether storytelling has any effect on the millennial generation, examining if the communication tool is recognised and seen as relevant by the cohort. The overall aim of the study is to understand the thought process of millennials in regards to brand stories , analysing the responses of why they believe storytelling is effective in a number of elements. Patterson and Brown (2005) initiate that storytelling is part of humankind. The academics research the novel approach to marketing communications, ultimately understanding that ‘telling tales is central to communicating successfully with customers’. There is a mass amount of knowledge surrounding brand narratives, yet little evidence on the effect it has on the millennial generation. Delgadillo and Escalas (2004) explore the impact of brand stories, resulting in the findings of stories offering ‘a narrativ e understanding of the world ’. In society, individuals share and compare stories. Consumers make sense of themselves and their consumption habits through the stories told by brands, linking the stories told to their own ‘self -
stories’ (Delgadillo and Escalas, 2004). With little research on the direct effect on the millennial generation, the thesis intends to evaluate if storytelling is effective to this particular age group , with research on the recognition of brands that have affected participants and whet her brand narratives are successful in changing buying habits. The approach to the stud y to meet research objectives is the use of quantitative research. A questionnaire allows the research er to ask a number of questions on a given subject. Included within the questionnaire are qualitative questions to allow the millennials taking part to explain the answers given to the previous questions. The
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