Browsing by Author "Domazet, Ana"
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- The effect of storytelling advertising on consumer evaluation of green fashion in the online shopping environmentPublication . Domazet, Ana; Colaço, Vera Maria Portela Herédia Lancastre FreitasIn light of recent online marketing tactics, it is interesting to understand what contributes to a positive consumer evaluation of green fashion when shopping online. This dissertation examines whether advertisements, which use storytelling content, have a more positive effect on consumer evaluations compared to non-storytelling advertisement content when shopping for green fashion online. An experimental study was conducted to test for the impact of the type of online advertising message (storytelling versus non-storytelling) on consumers’ evaluation of green fashion advertisements - advertisement appeal, trust, product purchase intention, brand purchase intention, and willingness to pay. Additionally, the time spent on the evaluation of the advertisements was tested as a moderator on this relationship. The mediation effect of the informational value provided by the storytelling advertisement was further tested when analyzing the relationship between the type of online advertising message and consumer evaluation. Overall, findings show that an online advertising message that uses storytelling has a greater impact on consumers’ evaluation of green fashion advertisements versus one that employs no storytelling. Findings also demonstrate that the informational value of the storytelling advertisement fully mediates the relationship for all consumer evaluation factors. Yet, the time invested in the evaluation of a storytelling advertisement does not play a significant moderating role on the evaluation of the online advertisement.