The effectiveness of the Storytelling in Video Advertisements for Real estate Marketing Companies - Qualitative study

Document Type : Original Article

Author

public relations and advertising,masscoounication of ain sham university, cairo, egypt

Abstract

     The study aimed to identify the effectiveness of storytelling in the video ads of real estate marketing companies working in Egypt, which were shown on satellite TV channels and social networking sites from April 2022 to September 2022 on the level of form and content. This is to find out the role of storytelling in building the brand of these companies, and the attitudes towards advertising, brand, and the behavioral intentions (purchasing intention – Word of mouth marketing) towards the advertised brand. A qualitative analysis was applied of 20 ads for three brands in the field of real estate: (Madinaty - Badya - Mountain View), in addition to 4 focused discussion groups of 40 respondents. Storytelling has been shown to be an effective marketing strategy for real estate brand building. Respondents had positive attitudes towards it and the brand. It was also shown that storytelling affects the purchasing intentions of the respondents if the stories are related to the brand and the product, and it also influences their behavioral intentions regarding talking about the brand (WOM) with their peers. 

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Main Subjects


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