No Story Without a Storyteller: The Impact of the Storyteller as a Narrative Element in Online Destination Marketing

2021 ◽  
pp. 004728752110460
Author(s):  
Christoph Pachucki ◽  
Reinhard Grohs ◽  
Ursula Scholl-Grissemann
Keyword(s):  
Social Presence ◽  
Brand Image ◽  
Field Studies ◽  
Research Field ◽  
First Person ◽  
Narrative Transportation ◽  
Third Person ◽  
Destination Brand ◽  
The Impact ◽  
Narrative Element

Storytelling constitutes a promising tool in destination brand communication. Yet, although it also emerged as an important research field, studies on how individual story elements impact story persuasiveness are scant. This study investigates the impact of the storyteller as a narrative element (third person vs. first person) on tourist response. Findings show that first-person compared to third-person storytellers significantly increase engagement on social media, destination brand image, and tourist visit intentions. They further foster narrativity and social tone of text as well as tourist perceptions of narrative transportation and social presence. Processes of narrative transportation and social presence explain the effects of the storyteller on destination brand image and tourist visit intentions. Overall, the study expands our theoretical knowledge about organizational storytelling and supports destination managers in the design of effective destination brand stories.

Meeting of minds: Narratives as a tool to reduce prejudice toward stigmatized group members

2021 ◽  
pp. 136843022110127
Author(s):  
Nuri Kim ◽  
Cuimin Lim
Keyword(s):  
Social Presence ◽  
Perspective Taking ◽  
Intergroup Contact ◽  
First Person ◽  
Narrative Texts ◽  
Intergroup Anxiety ◽  
Narrative Perspective ◽  
Third Person ◽  
Perceived Social Presence ◽  
Group Members

This study investigates a mechanism of mediated intergroup contact effects that occurs through experiencing social presence of a stigmatized outgroup character. Conceiving narrative texts as a context for mediated intergroup contact, we experimentally test ( N = 505) the effects of narrative perspective (first vs. third person) and the photograph of the outgroup protagonist (present vs. absent) on perceived social presence of the outgroup character. We further test whether experiencing the outgroup protagonist as socially present affects intergroup outcomes (i.e., perspective-taking, intergroup anxiety, outgroup knowledge, and outgroup attitudes). Findings indicate that first-person narratives are more effective than third-person narratives in inducing social presence of the stigmatized outgroup character; photos, unexpectedly, did not have such an effect. Social presence, in turn, plays a key role in facilitating positive intergroup outcomes from reading online narrative texts. The implications of our findings are discussed.

scholarly journals How to Testify to the Emergence of an Idea in Conversation: Methodological Avenues for Exploring Children’s Interviews

2020 ◽  
pp. 1-18
Author(s):  
Christine Sorsana
Keyword(s):  
Cognitive Development ◽  
Social Interactions ◽  
Point Of View ◽  
First Person ◽  
New Thinking ◽  
Third Person ◽  
New Ideas ◽  
The Impact

In line with socioconstructivist works analysing the impact of social interactions on cognitive development, the present study discusses how to capture, describe, and analyse the emergent co-production of new ideas or creative cognitive solutions. After introducing the methodologies that are currently used in this field, we recall the relevance of pragmatic analyses of conversations. We then identify several possible methodologies for probing and finely analysing the emergence of children’s new thinking, by cross-referencing third-person (i.e., from the researcher’s point of view) and first-person (i.e., from the children’s point of view, following an explicitation interview) analyses.

Show products or show people: an eye-tracking study of visual branding strategy on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lijie Zhou ◽  
Fei Xue
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
First Person ◽  
Optical Elements ◽  
Content Type ◽  
Brand Recognition ◽  
Third Person ◽  
The Impact ◽  
Fixation Frequency

Purpose This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored. Design/methodology/approach The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition. Findings Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration. Originality/value This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

scholarly journals The impact of video game character viewpoints and task on perceptions of cognitive and similarity identification

2020 ◽  
Vol 14 (4) ◽  
Author(s):  
Vincent J. Cicchirillo
Keyword(s):  
Experimental Design ◽  
Current Literature ◽  
Video Game ◽  
Point Of View ◽  
First Person ◽  
Theoretical Understanding ◽  
Task Motivation ◽  
Third Person ◽  
The Impact ◽  
And Task

The following study examines the effect of character viewpoints in a video game and task (motivation) on outcomes associated with identification and enjoyment. The study employs a 2 (first-person viewpoint vs. third-person viewpoint) × 2 (task vs. no task) experimental design to test potential theoretical impacts of identification. Specifically, this study looked at how first-person and third-person viewpoints impact identification (cognitive vs. similarity) and enjoyment after playing a video game. The results showed that third-person perspectives through manipulated gaming objectives (task) positively impacted identification. Furthermore, task was associated with higher game play enjoyment. This study adds to the current literature by comparing different type’s identification (cognitive vs. similarity) and how these concepts are impacted by point-of-view and motivation. Thus, extending our theoretical understanding of identification.

scholarly journals How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

2021 ◽  
Vol 12 ◽  
Author(s):  
Yuying Liu ◽  
Xinxin Liu ◽  
Meng Wang ◽  
Decheng Wen
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Brand Image ◽  
Multiple Linear Regression Model ◽  
Response Strategy ◽  
Customer Engagement ◽  
Affective Processing ◽  
Brand Strategy ◽  
Content Strategy ◽  
The Impact

Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

Wearable Technology Effects on Training Outcomes of Restaurant Food Handlers

2018 ◽  
Vol 81 (8) ◽  
pp. 1220-1226 ◽  
Author(s):  
JEFFREY CLARK ◽  
PHIL CRANDALL ◽  
JESSICA SHABATURA
Keyword(s):  
Food Safety ◽  
Wearable Technology ◽  
Safety Training ◽  
Hand Washing ◽  
First Person ◽  
Food Handlers ◽  
Training Outcomes ◽  
Food Safety Training ◽  
Third Person ◽  
The Impact

ABSTRACT Food safety training does not always result in behavior change, perhaps because of flaws inherent in traditional training designs. New technologies such as augmented reality headsets or head-mounted action cameras could transform the way food safety training is conducted in the food industry. Training conducted with wearable technology presents visual content in the first-person or actor's perspective, as opposed to the traditional third-person or observer perspective. This visual hands-on first-person perspective may provide an effective way of conveying information and encouraging behavior execution because it uses the mirror neuron system. There is little published literature about the impact of perspective on food safety training outcomes, such as motivation. The present study included a repeated-measures design to determine how first- and third-person camera angles affected hand washing training reactions among 108 currently employed restaurant food handlers. Participants were assessed on their posttraining compliance intentions, compliance self-efficacy, perceived utility of the training, overall satisfaction with the training, and video perspective preference. A significant proportion of food handlers (64%) preferred the first-person video perspective (z = 5.00, P < 0.001), and a significant correlation was found between compliance intentions and compliance self-efficacy (r(108) = 0.361, P < 0.001) for the first-person video. No significant differences in video preference were found for demographic variables, including age (χ2 (2, n = 104) = 1.69, P = 0.430), which suggests that the first-person training format appeals to a diverse workforce. These findings support the application of wearable technology to enhance hand washing training outcomes across a wide range of demographic groups. This research lays the framework for future studies to assess the impact of instructional design on compliance concerning hand washing and other food handling behaviors.

scholarly journals From third-person to first-person cartographies with immersive virtual environments

2019 ◽  
Vol 2 ◽  
pp. 1-7 ◽  
Author(s):  
Florian Hruby
Keyword(s):  
Video Game ◽  
Theory And Practice ◽  
Future Research ◽  
Mediation Process ◽  
First Person ◽  
Spatial Presence ◽  
General Process ◽  
Third Person ◽  
Being There ◽  
The Impact

<p><strong>Abstract.</strong> Recent cognitive research indicates that immersive virtual reality (VR) systems can increase the impact of visualization products through the formation of spatial presence, defined as a sense of “being there” in a virtual place. These findings make VR a highly interesting tool for cartography, but challenge the subject’s self-conception in different regards. The present article aims at highlighting the fundamental characteristics of geovisualization with immersive environments. We will approach the challenge of 1:1 representation with a typology borrowed from video game theory, where players can experience games from a first-person or third-person perspective. These two categories provide a useful framework to describe the basic difference between non-/low- and high-immersive geovisualization. In order to project the first- vs. third-person metaphor from a gaming to a cartographic mapping context, we will try to semiotically express the general process of map use in form of a triadic sequence, where the representation mediates between users and geospatial phenomena. Compared with common cartographic products, this mediation process is fundamentally different in VR systems, as immersive applications merge map user and map space. A set of future research questions and further considerations on first-person cartography will close the text. These considerations on first- vs. third-person visualization shall facilitate a conceptually better integration of IVE into current cartographic theory and practice.</p>

scholarly journals The Importance Of Events On Destination Brand Image Enhancement –The Case Of Bukhara

2021 ◽  
Vol 3 (05) ◽  
pp. 106-117
Author(s):  
Bektosh Negmurod Ugli Norov ◽  
◽  
Egamberdi Bobokul Ugli Karimov ◽  
Keyword(s):  
Brand Image ◽  
Destination Branding ◽  
Cultural Events ◽  
Tourist Destinations ◽  
Public Events ◽  
Cultural Festivals ◽  
Event Tourism ◽  
Destination Brand ◽  
The Impact ◽  
Tourist Flow

Festivals and cultural events have become an important part of the of destination branding strategies. More and more places are increasingly using events and cultural festivals to enhance their image positively and boost tourist flow. Cultural events and festivals have always had a special place in society. Although event tourism has not emerged recently, interest in cultural events in tourism literature has grown tremendously over the last few decades as they have become a key element in attracting tourist destinations. Destinations have also begun to see strategic destination branding as one of the ways to attract a large number of tourists. Therefore, the research in this area can be considered very relevant for the industry. This article examines the importance of various public events in the branding process of destinations and analyzes the impact of “Silk and spices” festival on image and brand of Bukhara tourism destination. The purpose of this study is to explore how visitors evaluate the impact of cultural events and festivals on enhancing the tourist image. The Silk and Spices Festival is undoubtedly one of the most popular Uzbek cultural festivals held annually internationally. Methodological questionnaires were developed to conduct the research. Questionnaires in the form of paper surveys were taken from international and local tourists who visited the Silk and Spices Festival to learn about the impact of this festival on the image of Bukhara. The findings show that there is a positive link between this cultural event and the city’s image.

First-Person Experiments in Thinking

2018 ◽  
Vol 23 (3) ◽  
pp. 189-205 ◽  
Author(s):  
Renatus Ziegler ◽  
Ulrich Weger
Keyword(s):  
Physiological Parameters ◽  
The Self ◽  
First Person ◽  
Psychological Phenomena ◽  
Third Person ◽  
Current Article ◽  
Thinking Process ◽  
Mental Contents

Abstract. In psychology, thinking is typically studied in terms of a range of behavioral or physiological parameters, focusing, for instance, on the mental contents or the neuronal correlates of the thinking process proper. In the current article, by contrast, we seek to complement this approach with an exploration into the experiential or inner dimensions of thinking. These are subtle and elusive and hence easily escape a mode of inquiry that focuses on externally measurable outcomes. We illustrate how a sufficiently trained introspective approach can become a radar for facets of thinking that have found hardly any recognition in the literature so far. We consider this an important complement to third-person research because these introspective observations not only allow for new insights into the nature of thinking proper but also cast other psychological phenomena in a new light, for instance, attention and the self. We outline and discuss our findings and also present a roadmap for the reader interested in studying these phenomena in detail.

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