Marka Deneyimi Yaratma Sürecinde Hikâye Anlatıcılığının Rolü

Year 2024, Volume: 9 Issue: 2, 231 - 266, 31.12.2024

Ezgi Limanlı , Burcu Öksüz

https://doi.org/10.62393/aurum.1544345

Abstract

Bu çalışma, marka deneyimi ve hikâye anlatıcılığı kavramları arasındaki ilişkiyi tespit etmeyi amaçlamaktadır. Marka deneyimi ve hikâye anlatıcılığı kavramlarının, marka ile müşteri arasındaki ilişkide yarattığı duygusal ve davranışsal etkiler (memnuniyet, deneyim, güven ve sadakat gibi) incelenmiştir. Veri toplama yöntemi olarak nitel bir araştırma yöntemi olan odak grup görüşmeleri (üç oturum) kullanılmıştır. Odak grup görüşmelerinde 20 ile 30 yaş aralığında bulunan 8 kadın ve 8 erkek olmak üzere toplam 16 katılımcı yer almıştır. Bütçe ve zaman kısıtlarının olması nedeniyle tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemine başvurulmuştur. Katılımcılara toplam 18 soru yöneltilmiştir. Katılımcılardan öncelikle marka olgusunu kapsayan soruları, daha sonra marka deneyimi sürecinde hikâye anlatıcılığına ilişkin soruları yanıtlamaları istenmiştir. Elde edilen bulgular detaylıca analiz edilmiş ve yorumlanmıştır. Çalışma sonuçlarına göre, hikâye anlatıcılığının marka deneyiminde bir bakıma katalizör görevi üstlendiği görülmektedir. Tüketicilerin duygularına hitap eden, iyi bir şekilde kurgulanmış ve doğru kanallarla ifade edilen gerçek bir hikâyenin tüketicilerde empatiyi arttırdığı ve onları ikna ettiği ortaya konulmuştur.

Keywords

Marka deneyimi, Marka iletişimi, Hikâye anlatıcılığı, Deneyim

Ethical Statement

“COPE-Dergi Editörleri İçin Davranış Kuralları ve En İyi Uygulama İlkeleri” çerçevesinde aşağıdaki beyanlara yer verilmiştir: Bu araştırmanın gerçekleştirilmesinde etik açıdan sakınca bulunmadığı İzmir Kâtip Çelebi Üniversitesi Sosyal Araştırmalar Etik Kurulunun 29.11.2022 tarihli 2022/19-10 kararıyla tespit edilmiştir.

The Role of Storytelling in Brand Experience Creation

Abstract

This study aims to determine the relationship between the concepts of brand experience and storytelling. The emotional and behavioral effects (such as satisfaction, experience, trust, and loyalty) of these concepts on the relationship between the brand and the customer are examined. As a data collection method, focus group interviews (three sessions) which is a qualitative research method, were used. The focus group consists of total of 16 participants, 8 women and 8 men, aged between 20 and 30. Due to budget and time constraints, convenience sampling method, which is one of the non-random sampling methods, was employed. A total of 18 questions were asked to the participants. Participants initially responded to questions encompassing the concept of the brand, followed by questions related to storytelling within the brand experience process. The findings were analyzed and interpreted. According to the study's results, storytelling serves as a catalyst in brand experience. It was revealed that a well- fictionalized and authentically conveyed story targeting consumers' emotions through appropriate channels enhances empathy and persuades consumers.

Keywords

Brand experience, Brand communication, Storytelling, Experience

Ethical Statement

In line with the “COPE-Code of Conduct and Best Practice Guidelines for Journal Editors” the following statements are included: The Izmir Kâtip Çelebi University Social Research Ethics Committee confirmed that there is no ethical problem in conducting this research. (The Resolution Number and the date of Board Meeting: 2022/19-10 – 29.11.2022).

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