Master Thesis Online
The impact of digital video storytelling on the consumer experience
Ajyar, Samya 
Promotor(s) :
Dessart, Laurence
Date of defense : 22-Jun-2022/29-Jun-2022 • Permalink : http://hdl.handle.net/2268.2/14193
AJYAR Samya_S151485.pdfDetails
| Title : | The impact of digital video storytelling on the consumer experience |
| Translated title : | [fr] L'impact du storytelling vidéo numérique sur l'expérience du consommateur |
| Author : | Ajyar, Samya
|
| Date of defense : | 22-Jun-2022/29-Jun-2022 |
| Advisor(s) : | Dessart, Laurence
|
| Committee's member(s) : | Gerkens, Caroline
|
| Language : | English |
| Number of pages : | 65 |
| Keywords : | [en] storytelling [en] digital video storytelling [en] consumer experience [en] narrative transportation [en] destination [en] celebrity [en] tourism |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Researchers Student |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] In the context of this thesis, a descriptive research was performed to decipher if digital video storytelling has an impact on the consumer experience. This study focuses on the affective, the cognitive and the visit intentions dimensions of the customer experience. Additionally, the elements of celebrity identification and destination tourism within the context of storytelling were discussed to fathom if these elements influence the consumer experience.
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