نوع مقاله : علمی - پژوهشی
1 استادیار، گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران
2 استادیار، گروه مدیریت بازرگارنی، دانشگاه پیام نور، تهران، ایران
3 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران.
عنوان مقاله [English]
Objective: Instead of communicating through storytelling, story-based advertising impresses the audience cognitively and emotionally through the induction of meaning in their life, and they are transferred to the all-encompassing world of concepts and abstraction through storytelling. The purpose of this study is to investigate the effect of brand storytelling on brand trust with the mediating role of brand originality.
Method: The method of this research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study was all customers of Digi Kala online store in Tehran. A statistical sample of 384 people was selected. The sampling method is also simple random. For construct validity, content validity test, convergent and divergent, and for reliability, Cronbach's alpha test, combined reliability and factor loads were used. The software used to perform data analysis is Smart PLS software version three.
Results: The findings showed that the validity and reliability tests were finally confirmed, also the results showed that all research hypotheses were finally confirmed.
Conclusion: It was found that the dimensions of brand storytelling, including anthropology, attractiveness and symbolism in social networks and awareness about them, increase brand trust among customers. Also, as long as the brand has a certain originality and background, the relationship between storytelling about the brand and trusting the brand will increase.