The influence of storytelling communication on consumer buying decisions. A case of cinephiles at the Light Cinema, Bolton

Purpose: This study examines how storytelling communication influences the buying decisions of cinephiles at the Light Cinema, Bolton, UK, drawing on the Cultivation and Affective Disposition Theories.

Methods: A quantitative approach was employed, collecting data from 50 cinephiles at the Light Cinema, Bolton, UK, using purposive sampling. A 40-item Likert scale questionnaire was administered, and regression analysis was used to test the hypotheses and analyze the data.

Findings: Results indicate a positive but minimal relationship between storytelling communication and buying decisions. The marginal effect suggests that storytelling alone is not sufficient as a promotional tool and is most effective when combined with other marketing strategies.

Practical Implications: The study emphasizes the value of storytelling communication for marketing. While storytelling can enhance brand visibility and create emotional connections with consumers, it does not automatically translate into increased purchasing. Organizations, particularly during global economic challenges that threaten business survival, should strategically integrate storytelling with other elements of the marketing mix (4Ps) to maximize effectiveness.

Originality: While previous studies have highlighted the benefits of storytelling communication, few have investigated why some businesses continue to struggle despite engaging content. This study contributes by examining how storytelling impacts consumer buying decisions in a context of business survival amid widespread closures.