The influence of storytelling advertising on consumer advertising experiences and behavioural outcomes: a case study of South African Bone Marrow Registry video

Abstract

Purpose - Storytelling has emerged as a powerful tool in advertising, particularly in the healthcare sector. The purpose of this study was to investigate the influence of South African Bone Marrow Registry (SABMR) storytelling advertising on consumer advertising experiences and behavioural outcomes. Design/methodology/approach - This study employed a quantitative research methodology using Partial Least Squares Structural Equation Modeling (PLS-SEM) 4.0 software to test hypothesised relationships. A structured online survey was administered to 350 participants in South Africa aged between 18–35 years, measuring their responses to a storytelling advertisement from the South African Bone Marrow Registry (SABMR). The research model integrated Dialogue Theory, Narrative Transportation Theory, and Brand Experience Theory, investigating how narrative elements (persuasiveness, authenticity, informativeness, and message clarity) influence narrative transportation, consumer advertising experience, and behavioural intentions. Findings - The results indicated that persuasiveness and authenticity significantly influence narrative transportation, while informativeness and message clarity indicated a non significant relationship. Narrative transportation positively influences consumer advertising experiences, including sensory, affective, and intellectual engagement. These experiences, in turn, lead to positive attitudes towards the advertisement, ultimately increasing word-of-mouth communication and donor registration intentions. Practical implications - The study provides actionable insights for healthcare marketers and non-profit organisations seeking to improve donor recruitment and public health awareness through storytelling advertising. It suggests that authenticity and emotional engagement should be prioritised to enhance message effectiveness. Moreover, campaigns targeting younger audiences should consider interactive digital storytelling techniques to overcome digital fatigue and sustain engagement. Originality/value – This research extends Narrative Transportation Theory by applying it to healthcare storytelling advertising in a non-profit setting, an area that has received limited scholarly attention. It offers managerial recommendations for designing more engaging and persuasive healthcare advertising campaigns and provides a framework for understanding consumer behavioural responses to storytelling in the context of donor recruitment.