Empowered storytelling?: an examination of narrative transportation and empowerment in storytelling and its impact on millennial consumers

Storytelling is powerful and can be transformative. We make sense of who we are and the world around us through narratives and the act of storytelling. Content providers, from Silicon Valley to Hollywood and Madison Avenue, continue to search for ways to create authentic stories that emotionally move consumers in a positive manner, especially as it relates to the Millennial consumer, who continues to be an enigma to marketers and advertisers. This generation is multifaceted, introspective, and empathetic as well as possesses an open-mind to others (Tanenhaus 2014). Burgeoning television networks like OWN (Oprah Winfrey Network), UP TV, ASPIRE TV, and events such as the “International Faith and Family Film Festival at Megafest” and Oprah’s “The Life You Want Weekend” are all current platforms that are presenting positive and emotionally engaging narratives as well as empowering programming. Having the ability to articulate an impactful story that encourages Millennial consumers to be better, as well as live to their fullest potential, is paramount to building connections with these consumers that invite loyalty and are sustainable. This research examines narrative transportation theory, the process by which consumers become absorbed or lost in a story. Specifically, this research takes a look at the impact that storytelling, which incorporates the emotion of empowerment, has on Millennial consumers. Typically, the cognitive processes of this theory accentuate the strong emotional responses, which the literature groups together into the category of producing empathy. Yet, we argue that the transformative power of storytelling can evoke more than just empathy from the receiver of the story. There may be a gamut of positive emotions Millennial consumers experience when viewing empowered narratives. Moreover, the storyteller’s involvement in creating narratives that empower may positively impact consumer purchase intent and message recall of Millennials. Using qualitative design and inquiry, this research uncovers insights as to why narrative transportation works and what makes it so emotionally impactful.Ph.D.Includes bibliographical referencesby Tyrha M. Lindse