Details
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Place of Publication | Cham |
| Publisher | Springer Nature |
| Pages | 265-266 |
| Number of pages | 2 |
| ISBN (electronic) | 978-3-031-24687-6 |
| ISBN (print) | 978-3-031-24686-9 |
| Publication status | Published - 14 Mar 2023 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
The number of internet users has grown at remarkable rates worldwide in recent decades, with developed countries reaching 80.9% internet users across the population in 2018 (ITU, 2018). Additionally, retail e-commerce sales worldwide reached 2.304 billion US dollars in 2017 and are forecasted to increase to 4.878 billion by 2021 (eMarketer, 2018). Despite the arising opportunities for companies to sell their products online (Siok, 2018), marketers are challenged to attract customers and convert shoppers into paying customers at the same time (Hassan, 2017). With competitors being just a click away (Bilgihan, 2016), creating a user experience (UX) that fulfills pragmatic qualities in terms of, e.g., efficiency and perspicuity while emphasizing the users’ subjective reactions and emotional aspects, such as through uniqueness and stimulation, is required (Rauschenberger et al., 2013; Wang et al., 2015). Despite the technicalities of the online shop, the online presence of a brand needs to attract consumers’ attention and communicate and transmit the values and virtues of a brand and its products. In this context, storytelling has gained particular importance as an efficient means of brand communication (Snow, 2014; Da Costa, 2019). Rarely, however, do research and practice address the question of which method can be used to implement storytelling efficiently in an online context. As online shoppers demand unique designs and experiences, parallax can be a solution that implements interactive and three-dimensional effects and creates a depth of images for users (Wang & Shyu, 2014). It is precisely this gap, the targeted design and implementation of storytelling in online shops that is addressed in this paper by examining in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Since consumers’ reactions to stimuli underlie explicit reflective and automatic implicit processes (Evans and Stanovich, 2013), a combined measurement approach implements methods of consumer neuroscience that examine both implicit and explicit information processing to holistically assess consumers’ UX and brand associations evoked by storytelling techniques.
Keywords
- Brand research, Implicit association test, Neuromarketing, Online shopper, Parallax, Storytelling, User experience
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Strategy and Management
- Business, Management and Accounting(all)
- Marketing
Cite this
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- BibTeX
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer Nature, 2023. p. 265-266 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - Designing for User and Brand Experience
T2 - Implementing Parallax Scrolling in Online Shops to Explicitly and Implicitly Affect UX, Brand Sustainability and Behavioral Intentions: An Abstract
AU - Karampournioti, Evmorfia
AU - Walten, Levke
AU - Wiedmann, Klaus Peter
AU - Schmidt, Steffen
AU - Asseburg, Julia
PY - 2023/3/14
Y1 - 2023/3/14
N2 - The number of internet users has grown at remarkable rates worldwide in recent decades, with developed countries reaching 80.9% internet users across the population in 2018 (ITU, 2018). Additionally, retail e-commerce sales worldwide reached 2.304 billion US dollars in 2017 and are forecasted to increase to 4.878 billion by 2021 (eMarketer, 2018). Despite the arising opportunities for companies to sell their products online (Siok, 2018), marketers are challenged to attract customers and convert shoppers into paying customers at the same time (Hassan, 2017). With competitors being just a click away (Bilgihan, 2016), creating a user experience (UX) that fulfills pragmatic qualities in terms of, e.g., efficiency and perspicuity while emphasizing the users’ subjective reactions and emotional aspects, such as through uniqueness and stimulation, is required (Rauschenberger et al., 2013; Wang et al., 2015). Despite the technicalities of the online shop, the online presence of a brand needs to attract consumers’ attention and communicate and transmit the values and virtues of a brand and its products. In this context, storytelling has gained particular importance as an efficient means of brand communication (Snow, 2014; Da Costa, 2019). Rarely, however, do research and practice address the question of which method can be used to implement storytelling efficiently in an online context. As online shoppers demand unique designs and experiences, parallax can be a solution that implements interactive and three-dimensional effects and creates a depth of images for users (Wang & Shyu, 2014). It is precisely this gap, the targeted design and implementation of storytelling in online shops that is addressed in this paper by examining in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Since consumers’ reactions to stimuli underlie explicit reflective and automatic implicit processes (Evans and Stanovich, 2013), a combined measurement approach implements methods of consumer neuroscience that examine both implicit and explicit information processing to holistically assess consumers’ UX and brand associations evoked by storytelling techniques.
AB - The number of internet users has grown at remarkable rates worldwide in recent decades, with developed countries reaching 80.9% internet users across the population in 2018 (ITU, 2018). Additionally, retail e-commerce sales worldwide reached 2.304 billion US dollars in 2017 and are forecasted to increase to 4.878 billion by 2021 (eMarketer, 2018). Despite the arising opportunities for companies to sell their products online (Siok, 2018), marketers are challenged to attract customers and convert shoppers into paying customers at the same time (Hassan, 2017). With competitors being just a click away (Bilgihan, 2016), creating a user experience (UX) that fulfills pragmatic qualities in terms of, e.g., efficiency and perspicuity while emphasizing the users’ subjective reactions and emotional aspects, such as through uniqueness and stimulation, is required (Rauschenberger et al., 2013; Wang et al., 2015). Despite the technicalities of the online shop, the online presence of a brand needs to attract consumers’ attention and communicate and transmit the values and virtues of a brand and its products. In this context, storytelling has gained particular importance as an efficient means of brand communication (Snow, 2014; Da Costa, 2019). Rarely, however, do research and practice address the question of which method can be used to implement storytelling efficiently in an online context. As online shoppers demand unique designs and experiences, parallax can be a solution that implements interactive and three-dimensional effects and creates a depth of images for users (Wang & Shyu, 2014). It is precisely this gap, the targeted design and implementation of storytelling in online shops that is addressed in this paper by examining in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Since consumers’ reactions to stimuli underlie explicit reflective and automatic implicit processes (Evans and Stanovich, 2013), a combined measurement approach implements methods of consumer neuroscience that examine both implicit and explicit information processing to holistically assess consumers’ UX and brand associations evoked by storytelling techniques.
KW - Brand research
KW - Implicit association test
KW - Neuromarketing
KW - Online shopper
KW - Parallax
KW - Storytelling
KW - User experience
UR - http://www.scopus.com/inward/record.url?scp=85151250384&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-24687-6_103
DO - 10.1007/978-3-031-24687-6_103
M3 - Contribution to book/anthology
AN - SCOPUS:85151250384
SN - 978-3-031-24686-9
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 265
EP - 266
BT - Developments in Marketing Science
PB - Springer Nature
CY - Cham
ER -