Browse by author
Lookup NU author(s): Dr Sohel AhmedORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
This study develops and validates a scale for gauging consumer involvement in storytelling (to create memorable and emotionally resonant experiences) in hospitality marketing through four phases: qualitative inquiry, construct definition, item refinement, and nomological validation. Validation involves 24 in-depth video interviews and consecutive online surveys. The hospitality marketing storytelling involvement scale, with four dimensions—contextual cues, emotional engagement, mental cognition, and immersive experience—comprising 14 items, precisely measures consumer involvement. The scale integrates narrative transportation theory and the elaboration likelihood model to enhance understanding of consumer engagement with fundamental human cognitive and emotional processes. The validated scale offers a valuable tool for marketers to precisely assess consumer involvement and strategically leverage storytelling to evoke emotions, foster brand loyalty, and judge campaign effectiveness. In diverse marketing contexts that elicit emotions, resonate with individuals, and foster immersive experiences, the scale demonstrates remarkable adaptability. Ultimately, it can help marketers craft compelling narratives, enhance brand perception, and strengthen consumer relationships, thereby contributing to emotional connections, optimizing strategies, and enhancing consumer engagement effectiveness.
Author(s): Ahmed S, Sharif T, Ding Hooi T, Jamal Sharif S
Publication type: Article
Publication status: Published
Journal: Psychology & Marketing
Year: 2024
Volume: 41
Issue: 7
Pages: 1514-1529
Print publication date: 01/07/2024
Online publication date: 13/03/2024
Acceptance date: 01/03/2024
Date deposited: 02/12/2024
ISSN (print): 0742-6046
ISSN (electronic): 1520-6793
Publisher: John Wiley & Sons, Inc.
URL: https://doi.org/10.1002/mar.21994
DOI: 10.1002/mar.21994
Data Access Statement: The data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions.
Altmetrics provided by Altmetric
