The Influence of Storytelling Effectiveness in @Gromorestudioseries YouTube Content on Viewer Appeal
Main Article Content
Abstract
The growth of YouTube as a digital media platform has encouraged content creators to develop strategies that attract viewers’ attention and sustain interest. Storytelling offers a narrative approach to strengthening content appeal through engaging presentation and emotional connections with audiences. This study examines the relationship between storytelling effectiveness in the YouTube content of @GromoreStudioSeries and viewer appeal. A quantitative approach grounded in the positivist paradigm was employed, using survey data to assess the hypothesized relationship. The sample comprised 100 respondents selected through purposive sampling. Data were collected using Likert-scale questionnaires, supplemented by documentation and a literature review. The analysis employed simple linear regression, a t-test, and the coefficient of determination to assess the direction, statistical significance, and explanatory contribution of storytelling effectiveness. The results revealed a positive and statistically significant relationship between storytelling effectiveness and viewer appeal, with the t-test yielding a significance value below .05. The regression model accounted for 66.4% of the observed variation in viewer appeal (R² = .664), while 33.6% remained unexplained by the model. These findings indicate that storytelling effectiveness was closely associated with respondents’ assessments of content appeal within the studied context. The study contributes to understanding narrative communication on digital platforms by quantifying this relationship in a specific YouTube channel. For content creators, the findings support considering storytelling as an element of content planning and audience evaluation. The study concludes that effective storytelling represents a potentially valuable strategy for enhancing YouTube content appeal. Further research incorporating additional predictors, broader audience samples, and multiple channels would help assess the generalizability of the findings and clarify other influences on viewer appeal.
Citation Metrics:
Downloads
Citation Metrics & Similar Scopus Articles
-
Аkhmetova S.S. (2028)Influence of gas flow parameters on the velocity of bulk materialsKompleksnoe Ispolzovanie Mineralnogo Syra, 345(2), 29-43
-
Kenzhegulov A.K. (2028)Investigation of the Structure and Composition of TiN and CrN Coatings as a Function of Deposition ParametersKompleksnoe Ispolzovanie Mineralnogo Syra, 344(1), 55-64
-
Merkibayev Y.S. (2028)Optimization of Aluminum Casting Process Using PLA-Based Casting Patterns and Analysis of their Thermal BehaviorKompleksnoe Ispolzovanie Mineralnogo Syra, 345(2), 5-15
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Deb, M., Ghosh, A., & Shukla, Y. (2025). Storytelling ads, narrative transportation, retrospective reflexivity, and attitude towards brands: Role of independent versus interdependence self-construal. Psychology & Marketing, 42(7), 1795–1810. https://doi.org/10.1002/mar.22204
Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35(2), 289–304. https://doi.org/10.1016/j.ijresmar.2017.12.009
Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183–195. https://doi.org/10.1016/j.jbusres.2019.06.045
Herutomo, A., Dhewanto, W., & Prasetio, E. A. (2023). Digital storytelling for environmental education on YouTube: Findings from social forestry context. Jurnal Manajemen Teknologi, 22(3), 267–281. https://doi.org/10.12695/jmt.2023.22.3.4
Martínez-Navarro, J., & Bigné, E. (2026). The power of storytelling in co-created advertising: A narrative transportation theory perspective. International Journal of Advertising, 45(7), 1843–1873. https://doi.org/10.1080/02650487.2025.2573534
McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261–266. https://doi.org/10.1080/03637757409375845
Piliang, W. S. H., & Andriyani, N. (2024). Alih Wahana Cerita Rakyat Legenda Malin Kundang ke Film Animasi. GERAM, 12(1), 130–142. https://doi.org/10.25299/geram.2024.17075
Podara, A., Giomelakis, D., Nicolaou, C., Matsiola, M., & Kotsakis, R. (2021). Digital storytelling in cultural heritage: Audience engagement in the interactive documentary New Life. Sustainability, 13(3), Article 1193. https://doi.org/10.3390/su13031193
Ratnawati, Sebastian, & Yopita. (2026). The mediating influence of narrative transportation on audience interest in Instagram marketing content. Management and Sustainable Development Journal, 8(1), 28–45.
Seo, Y., Li, X., Choi, Y. K., & Yoon, S. (2018). Narrative transportation and paratextual features of social media in viral advertising. Journal of Advertising, 47(1), 83–95. https://doi.org/10.1080/00913367.2017.1405752
Sugiyono. (2023). Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, dan R&D). Alfabeta.
van Laer, T., de Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation. Journal of Consumer Research, 40(5), 797–817. https://doi.org/10.1086/673383
van Laer, T., Feiereisen, S., & Visconti, L. M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96, 135–146. https://doi.org/10.1016/j.jbusres.2018.10.053
Widiasari, N. (2020). Narration based on corporate social responsibility (CSR) advertisement: The projection and story. Nirmana, 20(2), 106–120. https://doi.org/10.9744/nirmana.20.2.106-120
Article Sidebar
Page Numbers:
7947-7957
Digital Object ID:
Viewed: 26 times
Downloaded: 8 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Copyright :Authors retain copyright and grant the journal right of first publication.
Explore Our Journals
Find the journal that best fits your research. If this journal does not match your manuscript’s scope, explore our portfolio below to select a more suitable publication venue.