C2C Narrative Sharing and Decision-Makingebusiness.mit.edu/sponsors/common/founding... · Web Marketing Boston May 2014 Sheer Driving Pleasure . ... Digital Multichannel Communication.

C2C Narrative Sharing and Decision-Making

Sebastian Schwiening, BMW Renée Gosline, MIT May 22, 2014

2 May 22, 2014 MIT Center for Digital Business Annual Conference

Today’s Discussion

BMW C2C Focus

Theory, Hypotheses, Experiment Design

Findings

Discussion of Managerial Implications


Social Media Strategy. Brand Management in a Digital World.

Online Communication & Web Marketing Boston May 2014

Sheer Driving Pleasure


The BMW brand portfolio. BMW, BMW M and BMW i in perfect balance.

Performance - Thrilling Technology - Striking Experience - Unrivaled

Visionary Mobility. Inspiring Design. Next Premium.

Innovate Driving Pleasure. Focus on Aesthetics. Boost Joy.


Digital Multichannel Communication. On-Site, Off-Site and Web Marketing.


BMW in Social Media. „Brand Generated“ vs. „User Generated“.

BMW generates content and triggers dialogue:

The user generates content. BMW is joining the conversation:

Facebook.com/BMW

Offsite Campaigns

YouTube.com /BMW

Facebook.com Blogs YouTube.com


Customer Support and Fan Dialogue. Example of a international Support Process.


Let the Web Work for You. People Are Talking About Our Brand

#BMW Tweet every 3 seconds More than 2 Million #BMW Pics on Instagram More than 1 Million #BMW Pins on Pinterest.com How do all these conversations influence the brand?



Theoretical Background and

Hypothesis Generation


Everyone tells stories

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Stories

Fundamental Data Synthesis


Why are Stories Important?

Memorable Narrative Transportation


Existing Theory

Narrative Transportation

• Psychological Closeness • Self-Brand Connection

+ Narrative Structure


We believe that these variables affect the impact:

C2C interaction

Consumer vs. Brand

Our Contribution


Studies 1 and 2: A Discovery-Based Approach

Create a story.

Pre-survey BMW Film Post Survey

http://www.directr.co/m/5db0dq


Pre-tests 1 and 2

Each participant had: • Ingoing intentions toward luxury car purchase, • iDevices (tend to be more affluent and creative than

average), • Expressed an interest using this type of app,

…yet brand storyteller appeared to be statistical outliers.


Yes, anyone can tell a story…

But we’ve found that, even amongst consumers who like the brand, the people who will tell a passionate brand story are outliers…

Outlier

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The BMW Outlier Example:

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Social Media & Outliers

Technology allows consumer-generated content

Self-expressive people share opinions

Outliers tell brand stories

Epic stories

How can we harness the power of outlier storytelling in social media?

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The Impact of Outlier Storytelling?

Controlling for valence, how do outlier narratives impact the audience?

Contagious? Intimidating?


Stimulus: The Collection

Vary Source: •BMW TV •“AUTO TV”

2x2 Experimental Design (+ Controls): • 2 (Authorship: “BMW” vs. “Auto TV”) x • 2 (Social Communication Comments vs. No Comments)

Sample: 3,000, Pre and post measures


Main Effect: Outlier Storytelling Works

Outlier narrative structure increases BMW consideration (measured by allocation of 100 points), versus the non-narrative structure control outlier film.

• “Narrative Structure” Coefficient: 4.325*** (p< 0.000)

• Narrative Structure is positive and strong, so whether the story is user- or brand-presented is NS.

Regression Coefficient significance: *** = p<0.01; ** = p<0.05; * = p<.10


Narrative Structure Impact

Outlier storytelling is indeed engaging. Narrative structure increases:

Regression Coefficient significance: *** = p<0.01; ** = p<0.05; * = p<.10 24

• “Narrative Transportation” [.831*** (p< 0.000)]

• Trust [.177*** (p< 0.001)]

• Psychological Closeness [1.280*** (p< 0.000)]

1. I could easily picture the events. 2. I could picture myself in the scene. 3. I was mentally involved. 4. It was easy to identify with.

1. Company is trustworthy. 2. Brand cares about needs. 3. Brand keeps its promises. 4. Brand would help me. 5. Works hard for my well-being.

1. “I am similar to person in video.”

2. “This story is relatable.”


Brand Consideration

Narrative Structure also increases Brand Consideration, particularly if consumers discover something new.

• This enables social capital in C2C interactions

–“I Discovered Something New”: [.652** (p<0.01)] –“Memorable Story”: [1.279*** (p<0.00)] –“Psychological Closeness”: [1.213*** (p<0.001)]. –“Narrative Structure”: [2.683** (p< 0.02)]



But, Exclusivity Reduced?

Psychological Closeness and C2C Communication can reduce Exclusivity.

• “Psychological Closeness” Similarity: [-.070** (p<0.01)] • Communication Condition Coefficient: [-.119* (p<0.08)]

– (Controlling for “Narrative Transportation” Coefficient: .071** (p<0.02))

We are exploring this for Study 2.



Innovation Increases Consideration

Perceived Innovation increases BMW brand consideration.

• “This brand is innovative”: .902** (p<0.02) – (Controlling for Narrative Structure Coefficient 4.18***

(p<0.000))

Perceived Innovation also increases BMW perceived Exclusivity.

• “This brand is innovative” Coefficient: .298*** (p<0.000)



Experts ≠ Fans

• Correlation = .43 • Experts & Fans Respond differently; storytelling is better

for Experts [.767** (p<0.05)] than Fans. – Exclusivity is not reduced for experts.


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Structural Equation Model

Narrative Transportation

Narrative Structure: .737*** Rating: .505*** Discovery: .128*** BMW “Expert”: .072*** Pre- Brand Relationship: .019*** Comments: -.191***

Psychological Closeness

Narrative Structure: .734*** Narrative Transportation: .573*** Expert: .259*** Change in Exclusivity: -.064*

Change in BMW Consideration

Trust Change: 2.70*** Psychological Closeness: 1.45*** Narrative Transportation: 1.25*** Post- Brand Relationship: .169* BMW “Fan”: -1.28***

SEM Significance: 146.98 Ch12 (p<0.000***); SRMR: .03**; RMSEA: .07*

Post- Brand Relationship

Pre- Brand Relationship: .709***


In Conclusion…


Narratives are Powerful Tools

• You don’t need everyone to tell stories, you just need the right stories, by outliers. – These become viral and persuasive.

• Outlier stories are compelling and can: – Increase engagement (Narrative Transportation) – Increase Trust – Increase Psychological Closeness – Increase Brand consideration



Thank you!

Glen Urban, MIT Sebastian Schwiening, BMW Renée Gosline, MIT Jeffrey Lee, MIT Yasemin Gokce, MIT Kevin Chang, MIT

C2C Narrative Sharing and Decision-Makingebusiness.mit.edu/sponsors/common/founding... · Web Marketing Boston May 2014 Sheer Driving Pleasure . ... Digital Multichannel Communication.

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