Abstract
The purpose of this study is to examine the mental and emotional engagement levels of storytelling-based advertisement content on consumers and to evaluate the impact of this engagement on brand trust in the context of Anadolu Sigorta's 85th Anniversary - 1924 Erzurum Earthquake commercial. The research aims to reveal the role of storytelling on consumer perception and trust formation through the responses of the participants after watching the commercial. It also investigates how storytelling can contribute to trust-oriented sectors such as the insurance industry. Within the scope of the research, data was collected through an online survey method, and the participants were asked demographic information and questions about their perceptions of mental and emotional engagement and brand trust after their interaction with the advertisement. The sample of the research consists of 385 randomly selected individuals living in Malatya province. Research findings revealed the effects of cognitive and emotional involvement on brand trust. While the cognitive dimension of mental involvement has negative effects on the brand trust dimensions of truthfulness, trustworthiness and goodwill, emotional response has positive effects on brand trust. The level of story immersion was found to have a positive effect only on trustworthiness, while the imagination dimension had no significant effect on brand trust. As a result, it is understood that storytelling can be used as a strategic tool in the insurance sector, especially in increasing brand trust, and emotional connection plays an important role in building trust in consumers. These findings provide important clues on how brands can use storytelling more effectively in their advertising strategies.
Keywords
Storytelling Advertising Content Mental Involvement Emotional Involvement Brand Trust Marketing Strategies
References
- Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986), “Warmth in advertising: Measurement, impact, and sequence effects”, Journal of Consumer Research, 12(4), 365-381.
- Akbayır, Z. (2016), “Bana bir hikâye anlat: marka iletişiminde hikâyeleştirme ve internet”, Karadeniz Teknik Üniversitesi İletişim Fakültesi Elektronik Dergisi (12), 67-84
- Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2004). Sosyal Bilimlerde Araştırma Yöntemleri, SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
- Arundathi, C., & Ganesh Babu, M. (2024). Impact of emotional branding on brand trustworthiness with mediating role of brand commitment. Retrieved from https://www.researchgate.net/ publication/384432758.
- Aydın, Y., & Kılınç, K. (2025), “Taraftarlıkta marka sadakatinin lisanslı spor ürünleri satın alma tercihine etkisi”, Erzurum Teknik Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (21), 86-101.
- Aytemur Nüfusçu, G. & Yılmaz, A. (2012), “Evlilik pratiklerinin dönüşüm/yeniden üretim sürecinde evlendirme programları”, Galatasaray Üniversitesi İletişim Dergisi, (16), 23-48.
- Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999), “The role of emotions in marketing”, Journal of the Academy of Marketing Science, 27(2), 184-206.
- Bardakçı, S., & Gürbüz, R. (2020), “Marka güven ölçeğinin Türk Kültürüne uyarlanması: Geçerlik ve güvenirlik çalışması”, İşletme Araştırmaları Dergisi, 12(2), 1684-1692.
- Booker, C. (2004). The seven basic plots: Why we tell stories. Bloomsbury Academic.
- Casaló, L. V., Flavián, C., & Guinalíu, M. (2007), “The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process”, Computers in Human Behavior, 23(6), 324-345.
- Cohen, J. (1988). Statistical Power Analysis For The Behavioral Sciences, Lawrence Erlbaum, Mahwah, NJ.
- Day, G. S. (1969), “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, 9(3), 29-35.
- Escalas, J. E. (2004), “Narrative processing: Building consumer connections to brands”, Journal of Consumer Psychology, 14(1), 168-180.
- Fog, K., Budtz, C., & Munch, P. (2010), Blanchette S., Storytelling: Branding in Practice, Springer, 2, 14
- Fornell, C., Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), 39-50.
- Green, M., & Brock, T. (2000), “The role of transportation in the persuasiveness of public narratives”, Journal of Personality and Social Psychology, 79(5), 701-721.
- Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), (3rd ed.) Thousand Oaks, CA: Sage.
- Hastings, G., Stead, M., & Webb, J. (2004), “Fear appeals in social marketing: Strategic and ethical reasons for concern”, Psychology & Marketing, 21(11), 961-986.
- Henseler, J., Ringle, C.M., Sarstedt, M. (2015), “A new criterion for assessing discriminant validity in varience-based structural equation modelling”, Journal of the Academy of Marketing Science, 43, 115-135.
- Holak, S. L., & Havlena, W. J. (1998), “Feelings, fantasies, and memories: An examination of the emotional components of nostalgia”, Journal of Business Research, 42(3), 217-226.
- Jones, P. (2019), “Ethics in advertising: Balancing persuasion and manipulation”, Journal of Advertising Ethics, 3(2), 45-56.
- Kahneman, D.. (2011). Thinking, fast and slow (Vol. 1). New York: Farrar, Straus and Giroux.
- Kasilingam, D., & Ajitha, S. (2022), “Storytelling in advertisements: Understanding the effect of humor anddrama on the attitude toward brands”, Journal of Brand Management, 29, 341-362.
- Kaufman, A.S. (1993), A review: Kaufman brief intelligence test. Perceptual and motor skills.
- Kılınç, K. (2023), “Pazarlamada iki kavram: Memnuniyet ve tatmin”, Uluslararası Akademik Birikim Dergisi, 6(5), 1063-1071.
- Kim, J., Choi, J., Qualls, W., & Han, K. (2011), “It takes a marketplace community to raise brand commitment: The role of online and offline activities”, Journal of Marketing Management, 27(1-2), 58-76.
- Lee S. A. & Jeong, M. (2017), “Role of brand story on narrative engagement, brand attitude, and behavioral intention”, Journal of Hospitality and Tourism Technology, 8 (3), 465-480.
- Lim, W. M., Jee, T. W., & De Run, E. C. (2020), “Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix”, Journal of Strategic Marketing, 28(3), 225-245.
- Lien, C-H., Wu, J-J., Chen, Y-H.,Wang, C-J. (2014), “Trust transfer and the effect of service quality on trust in the healtcare industry”, Managing Service Quality, 24(4), 399-416.
- 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 of Brand Management, 20, 283–297. https://doi.org/10.1057/bm.2012.15.
- Oliver, R. L. (1999), “Whence consumer loyalty?”, Journal of Marketing, 63(4), 33-44.
- Phillips, B. J., & McQuarrie, E. F. (2010), “Narrative and persuasion in fashion advertising”, Journal of Consumer Research, 37(3), 368–392.
- Ringle, Christian M., Wende, Sven ve Becker, Jan-Michael. (2022). SmartPLS 4. Boenningstedt: SmartPLS. Retrieved from https://www.smartpls.com.
- Sarstedt, M., Ringle, C.M., Hair, J.F. (2017). Partial Least Squares Structural Equation Modelling, In C. Homburg, M.Klarmann, A.Vomberg (Eds.), Handbook of Market Research, Heidelberg: Springer.
- Teraiya, D., Namboodiri, A., & Jayswal, R. (2023), “The impact of storytelling advertising on consumer advertising experiences and brand equity”, GLIMS Journal of Management Review and Transformation, 2(1), 1-23. Retrieved from https://www.researchgate. net/publication/370566749.
- Thier, H. (2017). Halk için kapitalizm rehberi: Marksist iktisada giriş. İletişim Yayınları.
- TUİK (2025). Coğrafi İstatistik Portalı.14.02.2025 tarihinde https://data.tuik.gov.tr/ Kategori/GetKategori? p= Nufus-ve-Demografi-109 adresinden alındı.
- Wang, J., & Calder, B. J. (2006), “Media engagement and advertising effectiveness”, International Journal of Advertising, 25(2), 170-186.
- Weinberg, D. (2011), “Sociological perspectives on addiction”, Sociology Compass, 5(4), 298-310.
- Woodside, A. G., Sood, S., & Miller, K. E. (2008), “When consumers and brands talk: Storytelling theory and research in psychology and marketing”, Psychology & Marketing, 25(2), 97–145. https://doi.org/ 10.1002/mar.20203
- Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
- Yıldırım, E. & Kalyoncuoğlu, S. (2020), “Marka hikâyesinin anlatıya dâhil olma üzerindeki etkileri ve sonuçları: İş Bankası 89. Yıl Reklam Örneği”, İşletme Araştırmaları Dergisi, 12(4), 4269-4288.
- Yıldız, E. (2021). SmartPLS ile yapısal eşitlik modellemesi reflektif ve formatif yapılar. 2. Baskı. Ankara: Seçkin Yayıncılık.
- Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Liang, L. (2015), “Building brand loyalty through user engagement in online brand communities in social networking sites”, Information Technology & People, 28(1), 90-106.
Abstract
Bu araştırmanın amacı, Anadolu Sigorta'nın 85. Yıl - 1924 Erzurum Depremi reklam filmi özelinde, hikâye anlatımına dayalı reklam içeriklerinin tüketiciler üzerindeki zihinsel ve duygusal katılım düzeylerini inceleyerek, bu katılımın marka güvenine olan etkisini değerlendirmektir. Aynı zamanda, sigorta sektörü gibi güven odaklı sektörlerde hikâye anlatımının nasıl bir katkı sağlayabileceği de araştırılmaktadır. Araştırma kapsamında, çevrimiçi anket yöntemiyle veri toplamış olup, katılımcılara demografik bilgiler ve reklamla etkileşimleri sonrası zihinsel ve duygusal katılım ile marka güveni algılarına ilişkin sorular sorulmuştur. Araştırma bulguları, zihinsel ve duygusal katılımın marka güveni üzerindeki etkilerini ortaya koymuştur. Zihinsel katılımın bilişsel boyutunun marka güveni doğruluk, güvenirlik ve iyi niyet boyutları üzerinde negatif etkiler yaratırken, duygusal tepkinin marka güveni üzerinde pozitif etkiler oluşturduğu görülmüştür. Hikâyeye dalma düzeyinin yalnızca güvenirlik üzerinde pozitif bir etkisi olduğu, hayal gücü boyutunun ise marka güveni üzerinde anlamlı bir etkisi olmadığı tespit edilmiştir.
Keywords
Hikâye Anlatımı Reklam İçerikleri Zihinsel Katılım Duygusal Katılım Marka Güveni Pazarlama Stratejileri.
References
- Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986), “Warmth in advertising: Measurement, impact, and sequence effects”, Journal of Consumer Research, 12(4), 365-381.
- Akbayır, Z. (2016), “Bana bir hikâye anlat: marka iletişiminde hikâyeleştirme ve internet”, Karadeniz Teknik Üniversitesi İletişim Fakültesi Elektronik Dergisi (12), 67-84
- Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2004). Sosyal Bilimlerde Araştırma Yöntemleri, SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
- Arundathi, C., & Ganesh Babu, M. (2024). Impact of emotional branding on brand trustworthiness with mediating role of brand commitment. Retrieved from https://www.researchgate.net/ publication/384432758.
- Aydın, Y., & Kılınç, K. (2025), “Taraftarlıkta marka sadakatinin lisanslı spor ürünleri satın alma tercihine etkisi”, Erzurum Teknik Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (21), 86-101.
- Aytemur Nüfusçu, G. & Yılmaz, A. (2012), “Evlilik pratiklerinin dönüşüm/yeniden üretim sürecinde evlendirme programları”, Galatasaray Üniversitesi İletişim Dergisi, (16), 23-48.
- Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999), “The role of emotions in marketing”, Journal of the Academy of Marketing Science, 27(2), 184-206.
- Bardakçı, S., & Gürbüz, R. (2020), “Marka güven ölçeğinin Türk Kültürüne uyarlanması: Geçerlik ve güvenirlik çalışması”, İşletme Araştırmaları Dergisi, 12(2), 1684-1692.
- Booker, C. (2004). The seven basic plots: Why we tell stories. Bloomsbury Academic.
- Casaló, L. V., Flavián, C., & Guinalíu, M. (2007), “The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process”, Computers in Human Behavior, 23(6), 324-345.
- Cohen, J. (1988). Statistical Power Analysis For The Behavioral Sciences, Lawrence Erlbaum, Mahwah, NJ.
- Day, G. S. (1969), “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, 9(3), 29-35.
- Escalas, J. E. (2004), “Narrative processing: Building consumer connections to brands”, Journal of Consumer Psychology, 14(1), 168-180.
- Fog, K., Budtz, C., & Munch, P. (2010), Blanchette S., Storytelling: Branding in Practice, Springer, 2, 14
- Fornell, C., Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), 39-50.
- Green, M., & Brock, T. (2000), “The role of transportation in the persuasiveness of public narratives”, Journal of Personality and Social Psychology, 79(5), 701-721.
- Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), (3rd ed.) Thousand Oaks, CA: Sage.
- Hastings, G., Stead, M., & Webb, J. (2004), “Fear appeals in social marketing: Strategic and ethical reasons for concern”, Psychology & Marketing, 21(11), 961-986.
- Henseler, J., Ringle, C.M., Sarstedt, M. (2015), “A new criterion for assessing discriminant validity in varience-based structural equation modelling”, Journal of the Academy of Marketing Science, 43, 115-135.
- Holak, S. L., & Havlena, W. J. (1998), “Feelings, fantasies, and memories: An examination of the emotional components of nostalgia”, Journal of Business Research, 42(3), 217-226.
- Jones, P. (2019), “Ethics in advertising: Balancing persuasion and manipulation”, Journal of Advertising Ethics, 3(2), 45-56.
- Kahneman, D.. (2011). Thinking, fast and slow (Vol. 1). New York: Farrar, Straus and Giroux.
- Kasilingam, D., & Ajitha, S. (2022), “Storytelling in advertisements: Understanding the effect of humor anddrama on the attitude toward brands”, Journal of Brand Management, 29, 341-362.
- Kaufman, A.S. (1993), A review: Kaufman brief intelligence test. Perceptual and motor skills.
- Kılınç, K. (2023), “Pazarlamada iki kavram: Memnuniyet ve tatmin”, Uluslararası Akademik Birikim Dergisi, 6(5), 1063-1071.
- Kim, J., Choi, J., Qualls, W., & Han, K. (2011), “It takes a marketplace community to raise brand commitment: The role of online and offline activities”, Journal of Marketing Management, 27(1-2), 58-76.
- Lee S. A. & Jeong, M. (2017), “Role of brand story on narrative engagement, brand attitude, and behavioral intention”, Journal of Hospitality and Tourism Technology, 8 (3), 465-480.
- Lim, W. M., Jee, T. W., & De Run, E. C. (2020), “Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix”, Journal of Strategic Marketing, 28(3), 225-245.
- Lien, C-H., Wu, J-J., Chen, Y-H.,Wang, C-J. (2014), “Trust transfer and the effect of service quality on trust in the healtcare industry”, Managing Service Quality, 24(4), 399-416.
- 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 of Brand Management, 20, 283–297. https://doi.org/10.1057/bm.2012.15.
- Oliver, R. L. (1999), “Whence consumer loyalty?”, Journal of Marketing, 63(4), 33-44.
- Phillips, B. J., & McQuarrie, E. F. (2010), “Narrative and persuasion in fashion advertising”, Journal of Consumer Research, 37(3), 368–392.
- Ringle, Christian M., Wende, Sven ve Becker, Jan-Michael. (2022). SmartPLS 4. Boenningstedt: SmartPLS. Retrieved from https://www.smartpls.com.
- Sarstedt, M., Ringle, C.M., Hair, J.F. (2017). Partial Least Squares Structural Equation Modelling, In C. Homburg, M.Klarmann, A.Vomberg (Eds.), Handbook of Market Research, Heidelberg: Springer.
- Teraiya, D., Namboodiri, A., & Jayswal, R. (2023), “The impact of storytelling advertising on consumer advertising experiences and brand equity”, GLIMS Journal of Management Review and Transformation, 2(1), 1-23. Retrieved from https://www.researchgate. net/publication/370566749.
- Thier, H. (2017). Halk için kapitalizm rehberi: Marksist iktisada giriş. İletişim Yayınları.
- TUİK (2025). Coğrafi İstatistik Portalı.14.02.2025 tarihinde https://data.tuik.gov.tr/ Kategori/GetKategori? p= Nufus-ve-Demografi-109 adresinden alındı.
- Wang, J., & Calder, B. J. (2006), “Media engagement and advertising effectiveness”, International Journal of Advertising, 25(2), 170-186.
- Weinberg, D. (2011), “Sociological perspectives on addiction”, Sociology Compass, 5(4), 298-310.
- Woodside, A. G., Sood, S., & Miller, K. E. (2008), “When consumers and brands talk: Storytelling theory and research in psychology and marketing”, Psychology & Marketing, 25(2), 97–145. https://doi.org/ 10.1002/mar.20203
- Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
- Yıldırım, E. & Kalyoncuoğlu, S. (2020), “Marka hikâyesinin anlatıya dâhil olma üzerindeki etkileri ve sonuçları: İş Bankası 89. Yıl Reklam Örneği”, İşletme Araştırmaları Dergisi, 12(4), 4269-4288.
- Yıldız, E. (2021). SmartPLS ile yapısal eşitlik modellemesi reflektif ve formatif yapılar. 2. Baskı. Ankara: Seçkin Yayıncılık.
- Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Liang, L. (2015), “Building brand loyalty through user engagement in online brand communities in social networking sites”, Information Technology & People, 28(1), 90-106.
Details
| Primary Language | English |
|---|---|
| Subjects | Business Administration |
| Journal Section | Research Articles |
| Authors | |
| Publication Date | June 30, 2025 |
| Submission Date | May 1, 2025 |
| Acceptance Date | June 27, 2025 |
| Published in Issue | Year 2025 Volume: 5 Issue: 1 |
