Perceptions About the Impact of Audiovisual Storytelling Campaigns on Young Consumers: An Exploratory Study with Higher Education Students

As society advances and changes, so do its perceptions and behaviours. The quality of a product or service and its price are no longer the only determining factors in the purchase decision. It is increasingly evident in the consumer's search for brands that match their values. Thus, storytelling emerges as a persuasive technique that excels in the transmission of emotional narratives that arouse feelings in the consumer. In this sense, this study aims to understand the influence of audiovisual storytelling on the behavior of higher education students: in their consumption practices and their perceptions of brand awareness. The study of a quantitative nature made use of a questionnaire survey that obtained answers from 92 students at the School of Education of Viseu, belonging to the 3 years of the Degree in Advertising and Public Relations, the Degree in Social Communication and the Degree in Plastic Arts and Multimedia. The results obtained allow us to understand that, in its generality, audiovisual storytelling exerts a positive influence on the young consumer, having a relevant role in their consumption practices and generating trust and identification with the brands. The analysed data seem to indicate that the use of this technique leads to the attribution of meaning to the brand, leading, consequently, to an increase of notoriety in the consumer's perception.