JEFMS Journal

Google Scholar

Article Pdf

---

ABSTRACT:

Storytelling is a style of communication that employs a variety of elements in the form of a story or narrative. Compared to logical arguments, statistical data, and facts, storytelling is more credible. Wardah is one of the companies that has utilized marketing through visual storytelling in its advertising. In order to strengthen branding by connecting the company through values and emotions, this study aims to determine how Wardah cosmetic consumers perceive the visual aspects of storytelling marketing. In order to explore and examine the data, this study used a phenomenological design. According to the study's findings, all of the participants who used Wardah cosmetic products were able to comprehend the visual aspects of storytelling marketing, including design, personalization, usefulness, personality, storytelling, shareworthiness, real-time, and amplification. The findings also demonstrated that the ideals expressed in the visual content of the Wardah cosmetic advertising create an emotional bond among all study participants. The study's findings also revealed that every participant acknowledged that the visuals in the advertising gave the idea that Wardah was a halal cosmetic, which might have a favorable effect on the company's reputation.

KEYWORDS:

Visual Storytelling Marketing, Brand Images, Wardah Cosmetics

REFERENCES:

1) Adams, H. (2014). Children’s Literature, in J. Fellowes & G. Oakley (Eds) Language, Literacy and Early Childhood Education, 2nd Edition, Melbourne, Australia: Oxford Univercity Press. https://ivypanda.com

2) Ahyan, C., Domitran, Z., Radunovic, N.B., & Tavakoli, S.D. (2016). Phenomenology and Media Literacy, The Turkish Online Journal of Design, Art, and Communication, 6(2), 91-104. https://doi.org/10.7456/10602100/003

3) Alexander, B. (2011). The New Digital Storrytelling: Creating Narratives With New Media. Publisher: Praeger. https://www.researchgate.net

4) Arnould, Price, & Zinkhan. (2005). Consumers. 2nd Edition. New York: McGraw-Hill. https://www.scrip.org

5) Ataman, B.& Ulengin, B. (2003). A Note on The Effect of Brand Image on Sales. Journal of Product Brand Manage. 12(4), 237-250. https://doi.org/10.1108/10610420310485041

6) Belch, G. E., & zBelch, M. A. (2015). Advertising and promotion: An Integrated Marketing Communications Perspective. New York, NY: McGraw-Hill Education. https://www.researchgate.net

7) Berthon, P., Pitt, L., & DesAutels, P. (2011). Unveiling videos: Consumer-Generated ads as qualitative inquiry. Psychology and Marketing, 28 (10), 1044-1060. https://doi.org/10.1002/mar.20427

8) Bower, A. B. (2001). Highly Attractive Models in Advertising and the Women Who Loathe Them: The Implications of Negative Affect for Spokesperson Effectiveness. Journal of Advertising, 30 (3), 51-63. https://doi.org/10.1080/00913367.2001.10673645

9) Boller G. W., & Olson, J. C. (1991). Experiencing Ad meanings: Crucial aspects of narrative/Drama Processing. Advances in Consumer Research, 18, 164-171. https://www.acrwebsite.org

10) Bristow, D.N., Schneider, K.C. & Schuler, D.K. (2002). The Brands Dependence Scale: Measuring Consumers Use A Brand Name to Differentiate Among Product Alternative. Journal of Product Brand Manage, 11(6), 343-356. https://doi.org/10.1108/10610420210445488

11) Burton, J. L., McAlister, L., & Hoyer, W. D. (2015). How do Consumers Respond to Storylines in Television Advertisements? A Principal-Components Analysis Tool Helps Decipher Moment-to-Moment Evaluations. Journal of Advertising Research, 55 (1), 51-61. https://doi.org/10.2501/JAR-55-1-051-061

12) Carter, N., Lukosius, D.B., Dicenso, A., Blythe, J. & Neville, A.J. (2014). The Use of Triangulation in Qualitative Research. Oncol Nurs Forum. 41(5) : 545-547. https://doi.org/10.1188/14.ONF.545-547

13) Chen, Y., & Godes (2014). Rating with confidence: How rating scales affect future WOM behavior. Advances in Consumer Research, 42, 430-431. http://www.acrwebsite.org/volues/1017952/volumes/v42/NA-42

14) Coker, K.K., Flight, R.L., & Baima, D.M. (2017). Skip It or View It: The Role of Video Storrytelling in Social Media Marketing. The Marketing Management Journal. 27(2), 75-87. https://www.researchgate.net/publication/327755028

15) Cooper, H., Schembri, S., & Miller, D. (2010). Brand-Self Identity Narratives in the James Bond Movies. Psychology and Marketing, 27 (6), 557-567. https://doi.org/10.1002/mar.20344

16) Creswell, J. (2013). Qualitative Inquiry and Research Design: Choosing Among Five Approach, 3rd ed., LOS Angeles : SAGE Publication. https://www.scrip.org

17) Cretu, A.E.& Brodie, R.J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management. 36(2),230-240. https://doi.org/10.1016/j.indmarman.2005.08.013

18) Delgadillo, Y., & Escalas, J. E. (2004). Narrative Word-of-Mouth Communication: Exploring Memory and Attitude Effects of Consumer Storytelling. Advances in Consumer Research, 31, 186-192. https://www.researchgate.net

19) Dening, S. (2004). Effective Storrytelling: Strategic Business Narrative Techniques. Strategy and Leadership. 34(1), 42-48. https://doi.org/10.1108/10878570610637885

20) Escalas, J. E. (2004). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14 (1&2), 168-180. https://doi.org/10.1207/s15327663jcp1401&2 19

21) Escalas, J.E. & Bettman, J.R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers Connections to Brands. Journal of Consumers Psychology. 13(3) ,339-348. https://doi.org/10.1207/S15327663JCP1303_14

22) Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storrytelling: Branding in Practice. Springer Berlin Heidelberg. https://doi.org/10.1007/b138635

23) Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21 (1), 1-31. https://www.jstor.org/stable/2489738

24) Gilliam, D.A.& Flaherty, K.E. (2015). Storrytelling by the Sales Forces and Its Effects on Buyers-Sellers Exchange. Industrial Marketing Management. 46, 132-142. https://doi.org/10.1016/j.indmarman.2015.01.013

25) Guion, Lisa A. (2002). Triangulation: Establishing the Validity of Qualitative Studies, Youth and Community Science, Univercity of Florida, p.11-37.

26) He, H., Zhu, W. Gouran, D., & Kolo, O. (2016). Moral Identity Morality and Cause Related Marketing: The Moderating Effect of Brand Social Responsibility Image and Emotional Brand Attachment. European Journal of Marketing.50(1/2), 236-259. https://doi.org/10.1108/EJM-102014-0613

27) Herskovitz, S., & Crystal, M. (2010). The Essential Brand Persona: Storytelling and Branding. Journal of Business Strategy, 31 (3), 21-28. https://doi.org/10.1108/02756661011036673

28) Hsieh, M., Huei, P., Shan, L., & Setiono, R. (2004). Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis. Journal of the Academy of Marketing Science. 32(3),251-270. https://doi.org/10.1177/0092070304264262

29) Hirschman, E. C. (2010). Evolutionary Branding. Psychology and Marketing, 27 (6), 568-583. https://doi.org/10.1002/mar.20345

30) Hogan, S. (2005). Employees and Image: Bringing Brand Image to a Life. The 2nd Annual Strategic Public Relation Conference. Chicago: Lippincot Mercer.

31) Hong, S., Ae Kang, J., & Hubbart, G.T. (2018). TheEffects of Founder”s Storrytelling Advertizing. International Journal of Intrepreneurship. 22(3), 1-9. https://doi.org/10.1002/cb.1793

32) Hong, S.Y., & Cho, S.H. (2016). The Effect of Brand Storytelling Based on the Subject of Story. The Journal of The Korea Contents Association. 16(7), 112-121. https://doi.org/10.5392/JKCA.2016.16.07.112

33) Huang, W.Y., H. Schrank. and A.J. Dubinsky. (2004). Effect of Brand Name on Consumers Risk Perception of On line Shopping. Journal of Consumers Behavior. 4(1), 40-50. https://doi.org/10.1002/cb.156

34) Jensen, R.(1999). The DreamSociety: How the coming Shift from Information to Imagination Will Transform Your Business, New York, McGraw-Hill

35) Judson, K. M., Devasagayam, P. R., & Buff, C. L. (2012). Self-Perceived Brand Relevance of and Satisfaction with Social Media. Marketing Management Journal, 22 (2), 131-144. http://www.mmaglobal.org

36) Jung. C.G. (2014). The Structure and Dynamics of the Psyche. 1stEdition. Vol.8. Routledge.

37) Kakroo, U. (2015). 5 Ways to Use Storrytelling in Your Social Media Marketing. Social Media Examiner. https://www.socialmediaexaminer.com

38) Kaufman, J.C. (2002). Narrative and Paradigmatic Thinking Styles in Creative Writing and Journalism Students. The Journal of Creative Behavior. 36(3), 201-219. https://doi.org/10.1002/j.2162-6057.2002.tb01064.x

39) Kent, L. (2015). The Power of Storrytelling in Public Relation Introducing the 20 Master Plots. Public Relation Review.41(4), 480-489. https://doi.org/10.1016/j.pubrev.2015.05.011

40) Koll, O., Von Wallpach, S., & Kreuzer, M. (2010). Multi-Method Research on Consumer Brand Associations: Comparing Free Associations, Storytelling, and Collages. Psychology & Marketing. 27 (6), 584-602. https://doi.org/10.1002/mar.20346

41) Kotler, P. & Keller.K.L.(2006). Marketing Management, Twelfth Edition, Prentice Hall Person Education International.

42) Landa, J.A.G.& Onega, S. (2014). Narratology: An Introduction. London: Routledge

43) Lowe, S.(2012). Industrial Marketing Management. IMP Research. 41(4), 706-714. http://dx.doi.org/10.1016/j.indmarman.2011.08.001

44) Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The Impact of Storytelling on the Consumer Brand Experience: The Case of a Firm-Originated Story. Journal on Brand Management, 20 (4), 283-297. https://doi.org/10.1057/bm.2012.15

45) Mancuso, J., & Stuth, K. (2014). Storytelling and marketing: The Perfect Pairing? Sharing Your ‘Brand Selfie’ on Social Media. Marketing Insights, 26 (3), 18-19. https://www.researchgate.net

46) Matthews, R., & Wacker, W. (2007). What’s Your Story? Storrytelling to Move Market, Audience, People, and Brands. Indianapolis: FT Press. https://www.amazon.com

47) Megehee, C. M., & Woodside, A. G. (2010). Creating Visual Narrative Art for Decoding Stories that Consumers and Brands Tell. Psychology and Marketing, 27 (6), 603-622. https://doi.org/10.1002/mar.20347

48) Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18 (3), 318-332. https://doi.org/10.2307/3150973

49) Moore, S.G. (2011). Somethings Are Better Left Unsaid: How Word of Mouth Influence the Storyteller. Journal of Consumers Research. 8(6), 1140-1154. https://doi.org/10.1086/661891

50) Mossberg, L., & Johansen, E.N. (2006) .Storytelling: Marketing in the Experience Industry. Goteborg. Studentliiterature. https://www.semanticscholar.org

51) Mossberg, L.(2008). Extraordinary Experiences through Storytelling. Scandinavian Journal Hospitality and Tourism. 8(3), 195-210. https://doi.org/10.1080/150222508025324443

52) O’Cass, A. & Frost, H. (2002). Status Brands: Examining the Effects of nonProduct Related Brand Associations on Status and Conspicous Consumption. Journal of Product Brand Manage. 11(2), 67-88. https://doi.org/10.1108/10610420210423455

53) Pan, L.Y, & Chen, K.H. (2019). A Study on the Effect of Storrytelling Marketing on Brand Image, Perceived Quality, and Purchase Intention in Ecotourism, Ekoloji. 28(107), 705-712. http://ekolojidergisi.com

54) Parent, M., Plangger, K., & Bal, A. (2011). The New WTP: Willingness to Participate. Business Horizons, 54 (3), 219-229. https://doi.org/10.1016/j.bushor.2011.01.003

55) Park, J., & Stoel, L. (2005). Effect of Brand Familiarity, Experience, and Informtion on Online Apparel Purchase. International Journal of Retail & Distribution Management. 33(2), 148-160. https://doi.org/10.1108/09590550510581476

56) Pera, R., & Viglia, G. (2016). Exploring How Video Digital Storytelling Builds Relationship Experiences. Psychology & Marketing, 33 (12), 1142-1150. https://doi.org/10.1002/mar.20951

57) Pulizzi, J. (2012). The Rise of Storytelling as the New Marketing. Publishing Research Quarterly, 28 (2), 116-123. https://doi.org/10.1007/s12109-012-9264-5

58) Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81 (12), 46-54. www.hbr.org

59) Robinson, S.R., Irmak, C., Jayachandran, S. (2012). Choice of Cause in Cause-Related Marketing. Journal of Marketing, 76(4), 126-139. https://doi.org/10.1509/jm.09.0589

60) Roy, D., & Banarjee, S. (2007). Caring Strategy for Integration of Brand Identity with Brand Image. International Journal of Commerce and Management.17 (1/2)., 140-148. http://dx.doi.org/10.1108/10569210710776512.

61) Sallam, M.A. (2016). The Impact of Brand Image and Corporate Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies. 8(1), 98. https://doi.org/10.5539/IJMS.V8N1P98

62) Salzer-Morling, M.& Strannegard, L. (2004). Silince of the Brands. European Journal of Marketing. 38(1/2), 224-238. https://doi.org/10.1108/03090560410511203

63) Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand Consumption and Narrative of the Self. Psychology and Marketing, 27 (6), 623-637. https://doi.org/10.1002/mar.20348

64) Simmons, J. (2006). Guiness and the Role of Strategic Storytelling. Journal of Strategic Marketing. 14(1), 11-18. https://doi.org/10.1080/09652540500369068

65) Singh, S., & Sonnenburg, S. (2012). Brand performances in Social Media. Journal of Interactive Marketing, 26 (4), 189-197. https://doi.org/10.1016/j.intmar.2012.04.001

66) Stylidisa, K., Wickmana, C., & Soderberga, R. (2015). Defining Perceived Quality in the Automotive Industry: An Engineering Approach. Procedia CIRP. 36. 165-170. https://doi.org/10.1016/J.PROCIR.2015.01.076.

67) Tuffour, I. (2017). A Critical Overview of Interpretative Phenomenological Analysis: A Contemporary Qualitative Research Approach. Journal of Healthcare Communications, 2(4), 1-5. https://doi.org/10.4172/2472-1654.100093

68) Tulving, E. (1972). Episodic and semantic memory. In E. Tulving & W. Donaldson (Eds.), Organization of memory (pp. 381403). New York, NY: Academic Press.

69) Twitchell, J. B. (2004). An English teacher looks at branding. Journal of Consumer Research, 31 (2), 484-489. https://doi.org/10.1086/422125

70) Vollero, A., & Palazzo. (2015). Conceptualizing Content Marketing: A Delphi Approach. MERCATI & COMPETITIVITA. 1(1), 25-44. https://doi.org/10.3280/MC2015-001003

71) Walsh, G., Shiu, E., & Hassan, L.M. (2014). Replicating Validating and Reducing the Length of the Consumer Perceived Value Scale. Journal of Business Research. 67(3). 260-267. https://doi.org/10.1016/j.jbusres.2013.05.012

72) Walter, K. & Gioglio, J. (2014). The Power of Visual Storrytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. McGraw Hill Professional.

73) Wentzel, P., Tomczak, T., & Herrmann, A. (2010). The Moderating Effect of Manipulative Intent and Cognitive Resources on the Evaluation of Narrative Ads. Psychology and Marketing, 5(5), 510-530. https://doi.org/10.1002/mar.20341

74) Woodside, A. G. (2010). Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology and Marketing, 27 (6), 531-540. https://doi.org/10.1002/mar.20342

75) Woodside, A. G., Sood, S., & Miller, K. E. (2008). When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing. Psychology and Marketing, 25 (2), 97-145. https://doi.org/10.1002/mar.20203

76) Yang, Y., Liu, X., Jing, F., Li, J. (2014). How Perceived Value Does Affects Travellers Satisfaction and Loyalty? Social Behavior and Personality: An International Journal. 42(10), 1733-1744. https://doi.org/10.2224/sbp.2014.42.10.1733

77) Yu, H., & Chang, Y. (2013). How to Influence the Brand Attitude of the Audience by Microfilms. Journal of Promotion Management, 19 (5), 674-686. https://doi.org/10.1080/10496491.2013.839242

78) Zhang, Y. (2015), the Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management.
03(01), 58-62. https://doi.org/10.4236/ojbm.2015.31006 https://dataindonesia.id). diakses tanggal 24 September 2022 www.instagram.com . diakses tanggal 24 September 2022