Search results

The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism.

Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2).

Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context.

Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story.

This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

This paper explains a collaborative self-study research project that included an evolving arts-based inquiry (ABI) approach. The combined experiences of a visual artist/art educator and a drama educator, informed the design and use of ABI strategies to investigate practices of Australian teacher educator-researchers. These strategies are shared along with results from interviews that reveal the dynamics and value of this particular model of ABI within a larger research project.

ABI was included in the methodology of collaborative self-study. It involved listening to participants’ arts-based and written responses then basing the next provocations on these outcomes. This gave ownership to the group members and reinforced the community of practice foci.

ABI challenged academic identities and practices. It allowed for more enjoyment in the workplace, for reflection and reflective practice to develop. It provided opportunities for shifting perspectives and perceiving teaching practice differently, inspiring more creativity in teaching. It also improved relationships with co-workers and held the group together.

The authors share this research to recommend others a way to collaborate within group research projects.

The authors found it vital to have a co-ABI facilitator from within the group to collaborate with, in order to develop the most appropriate ABI provocations within an emerging research project.

This model of research can generate honest and in-depth insights for participants (members of a community of practice) as to how and why they do the work (practices) they do.

The study’s use of ABI offers an original perspective in the use of this methodology.

The goal of this study is to explore an immediate step in understanding the lived experiences of under-represented students through metaphor construction and possibly collect more in-depth data through photograph-based interviews.

This article introduced photo-elicitation based narrative interviews as a qualitative methodology while interviewing fourteen undergraduate community college students mostly from underrepresented groups (URGs). At the beginning of each interview, the authors probed the participants with 8 photographs chosen by the research team to represent a diverse set of experiences in engineering. The authors conducted a thematic analysis of the interview data.

The findings suggested that the inclusion of photo-elicitation often catalyzed consumption of representations, images, metaphors, and voice to stories passed unnoticed; and finally produces more detailed descriptions and complements semi-structured narrative interviews.

This study advances the scholarship that extends photograph driven interviews/photo elicitation methodology while interviewing marginalized population and offers a roadmap for what a multi-modal, arts-based analysis process might look like for in-depth interviews.

The use of photo-elicitation in our research enabled a deeper, more poignant exploration of the URG students' experience of navigating engineering. The participants were able to relate to the photographs and shared their life narratives through them; hence, use of photographs can be adapted in future research.

Our research revealed that PEI has excellent potential to capture marginalized narratives of URGs, which is not well explored in educational research, specially, in higher education. In our research, PEI promoted more culturally inclusive approaches positioning the participants as experts of their own narratives.

The study presented in this paper serves as an example of qualitative research that expands methodological boundaries and centers the role of power, marginalization, and creativity in research. This work serves as a unique and important contribution to the photo-elicitation literature, offering a critical roadmap for researchers who are drawn to photo elicitation/photograph driven interviews as a method to explore their inquiry.

This study aims to provide a holistic understanding of how visual storytelling influences the objective and subjective cognitive responses of consumers, namely objective aesthetic impression and subjective aesthetic association, and aesthetic judgments in response to differing levels of novelty in design innovations.

A mixed-factorial experimental study manipulating the novelty of chair designs (moderate/high) and visual design stories (present/absent) was conducted among 263 female US consumers to test the proposed research model.

With respect to the main effects of novelty and visual design stories, consumers had more positive cognitive responses and aesthetic judgments to: product designs with moderate (vs high) novelty; and products with visual design stories than without. A significant interaction effect uncovered that visual design stories particularly aided products with high (vs moderate) design novelty with respect to objective aesthetic impressions. Examination of the structural relationships between the variables revealed that subjective aesthetic associations mediate the relationship between objective aesthetic impressions and aesthetic judgments.

To mitigate risk in radical design innovations, marketers should use visual storytelling to communicate product form associations and enable consumers to successfully decode the meaning of novel designs during initial encounters.

By examining a holistic model involving both perceptual and conceptual product concepts, this study fills a critical research void to develop insightful implications on bridging the gap between novel product designs and consumer understanding.

Stories of employability are told in employment and educational settings, notably the selection interviews. A popular training approach guiding higher education students to construct employability stories has been the past-behaviour storytelling method. However, insufficient research exists regarding the method's effectiveness and optimisation. This study examines whether the method (1) increases the quantity and quality of interview narratives in story forms and (2) can be enhanced by image stimuli.

In a double-blind randomised control trial with repeated measures, participants submitted four weekly interview narratives. After receiving past-behaviour serious storytelling training in Week 3, they were randomly allocated to an exposure group using images and a control group using keywords as a placebo to continue producing interview narratives. The interview narratives were assessed based on the number of stories and quality ratings of narrative conformity, relevance and conciseness. Results before and after the training, and with and without the image stimuli, were analysed.

Training increased the number of stories. Training and repeated practice also increased narrative quality ratings. However, the image-based intervention was the strongest predictor of improved quality ratings (effect size 2.47 points on the observed scale of 0–10, p < 0.01, 95% CI [1.46, 3.47]).

A pre-existing ability to tell employability stories cannot be assumed. Training is necessary, and intervention is required for enhancement. Multi-sensory narrative interventions may be considered.

This study is the first known double-blind randomised control trial with repeated measures evaluating if storytelling training and image stimuli improve interview narratives.

The article presents a historical narrative model designed to encourage analytical thinking. My historical narrative inquiry model (a) teaches procedural knowledge (the process of “doing” history); (b) enhances interpretative skills; (c) cultivates historical perspectives based upon evidentiary history; and (d) encourages student authorship of historical narratives. The instructional model emphasizes small- and large-group activities, including oral presentations, discussions about primary documents, and considerations relative to the creation of written history. Students generate their own historical narratives in order to articulate their perspectives. The purpose of the model is to facilitate students’ historical understandings by developing more empathetic perceptions of the people of the past.

This paper aims to enrich discussion on pilgrimage tourism by analyzing motivations for visiting Sissinghurst, and of essential components of the pilgrimage experience.

The paper utilizes data triangulation and the application of two powerful Jungian archetypes to decode motivations to manage and to participate in a journey to an iconic pilgrimage site (Sigginghurst Castle Garden, in Kent, England and administered by the National Trust) using the analysis of interview-based, published, broadcast media and internet blog storytelling.

Pilgrim tourists seek and achieve individuation by being part of the essential experience of a site; with its founders, its owners and management and with its continuing re-birth story.

The paper illustrates the application of Jungian archetypes to identify motivations to engage in a tourism experience and as a means for managers to identify a destination's essential characteristics.

This work provides a means for managers to identify a destination's essential characteristics.

The paper documents an original research approach to a previously under-researched research topic.

The purpose of this paper is to explore how British cycling brand Rapha innovatively embeds stories throughout its touchpoints and in its garments.

Using narrative inquiry methodology and subjective personal introspection, it analyses published brand texts, cycling apparel, primary interviews and lived experience to establish a key story theme and the role, form, value and continuity of stories in the brand’s canon.

It claims that Rapha’s texts reveal evidence of a specific story plot, the “Quest” (Booker, 2015), which acts as a structural editorial device and provides a rich lexicon that taps into a transformative personal experience. The study proposes that the brand’s employees identify themselves with quester values that define the brand’s essence, providing a coherent message and magnifying the agency in Rapha’s stories.

This inquiry offers insight into a single consumer brand, yet it is the material manner in which stories are embedded within the brand offerings plus how lived experiences are recounted through structured storytelling that are of significance to wider practice and understanding.

It brings together industry, academic and personal insight to Rapha’s storytelling praxis to illustrate how storied content can be used to transmit values, purpose and passion to its audience.

The essence of “Chinese element” has been pinpointed as the representation of national cultural archetype resource of China, which reflects to the overall power enhancement of China. Applying the Chinese national cultural archetype resource, which will be used for promoting the Chinese Brand internationalization, aims for the consumers' approval with the hope of integrating and spreading the unique cultural advantage of Chinese brand. The recognizing of Chinese brand's cultural archetype in this paper has constituted the basis of Chinese brand's cultural archetype strategy.

Based on the Grounded Theory, this paper has collected and analyzed the value symbols, character images and theme stories of Chinese narrative advertisements and constructed the cultural archetype framework of Chinese brands. This paper makes a comprehensive application of Charmaz's constructivist analysis and the main axis analysis and inspection method advocated by Strauss, with the aim of building a more objective and systematic theoretical framework for the Chinese brand cultural archetype.

In this framework, it revealed: (1) Chinese brand's cultural archetype can be divided into 12 concrete archetypes according to individual's relationship with self, the other, community and nature; (2) Consumers' different ways of self-categorization are attributed as the essential difference among various archetypes. This paper also compared and analyzed the differences between Chinese and Western cultural archetypes from three perspectives, formation of social structure, pedigree of myth and character's feature.

This paper has certain innovative significance to the theoretical construction of the archetype of Chinese brand culture. First, based on the cultural perspective, this paper applied the cultural psychological connotation of archetype to the brand research across culture, which is more conducive to the researchers' investigation of the cultural psychology of consumers in the cross-cultural context? Second, based on the identification and comparative study of Chinese brand culture archetype, it provides a new expansion and supplement for the research on brand internationalization and globalization in emerging countries.