Stories make ideas stick, and they help persuade. By telling stories, brands can create valuable experiences for their audience, differentiate themselves from their competitors and reinforce positive brand associations ( Lundqvist et al., 2013 Fog et al., 2010). Storytelling has gained particular importance in research and in practice when presented as an efficient means of brand communication and represents a timeless skill that every company can use to inspire and motivate its audience ( Snow, 2014 Da Costa, 2019). To achieve this goal, online shops must be designed in such a way that they attract consumers' attention and communicate and transmit the values and virtues of a brand and its products.
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However, companies must find efficient ways to effectively communicate and interact with consumers throughout the digital touchpoint and beyond. efficiency and perspicuity while emphasizing the users' subjective reactions and emotional aspects, such as through uniqueness and stimulation ( Rauschenberger et al., 2013 Wang et al., 2015). Company survival in the competitive e-commerce environment, where competitors are only one click away ( Bilgihan, 2016), requires the creation of a user experience (UX) that fulfills pragmatic qualities in terms of, e.g.
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Due to the rapidity with which consumers are moving and interacting online, companies are facing challenges in catching consumers' attention and leaving an impression on them. Moreover, the rise of online shopping and the concurrent increase in online shops have created challenges for marketers to gain customers' attention, attract customers and convert shoppers into paying customers ( Hassan, 2017). This development presents tremendous opportunities for companies that sell their products online since consumers are becoming increasingly active in the online environment, and even for small and mid-sized merchants, an e-commerce presence is no longer a “nice to have” but a necessity ( Siok, 2018). In addition, retail e-commerce sales worldwide reached 2.304bn US dollars in 2017 and are forecasted to increase to 4.878 billion by 2021 ( eMarketer, 2018). According to the International Telecommunications Union, the percentage of the population that uses the Internet in developed countries reached 80.9% in 2018. The population of Internet users has grown at remarkable rates worldwide in recent decades.
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Ĭopyright © 2021, Evmorfia Karampournioti and Klaus-Peter Wiedmann License (2021), "Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention", Internet Research, Vol. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers.