Influence of Storytelling Advertising on Women’s Purchasing Decisions: A Study of Sonia So Much to Love Television Commercial
Main Article Content
Abstract
This study examined the influence of storytelling advertising on women's purchasing decisions, using Sonia Nigeria's 2024 "So Much to Love" television commercial as a case study. Despite growing academic interest in storytelling advertising, existing literature has largely adopted generalized, gender-neutral, and Western-context approaches, leaving a gap in localized, gender-specific research within the Nigerian advertising landscape. Guided by the AIDA Communication Model, the main objective of this study is to investigate how women in Ojota, Kosofe Local Government Area, Lagos State, perceive the storytelling in the commercial. A quantitative survey research design was adopted. Using Taro Yamane’s formula, a sample size of 368 women aged 18 and above was determined. Data were analyzed using frequency counts and percentages. The findings of this study revealed that 80.5% of respondents perceived the commercial’s narrative as authentic, and 77.7% reported experiencing meaningful positive emotion while watching it. In terms of purchasing influence, 80.2% indicated they were likely to purchase or recommend Sonia products after seeing the commercial, and 65.0% had already recommended the brand to others. Characters and their life stories stood out as the element respondents connected with most (40.8%), followed by the brand’s message and values (23.9%). The study concludes that storytelling advertising, when it draws on narrative authenticity, cultural relevance, and emotional depth, works as an effective, persuasive tool that moves Nigerian women through the full AIDA sequence, from attention to action, ultimately shaping their purchasing decisions.
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Akintayo, A. O., Taiwo Peter Ajayi, Deborah Chinwendu Ekechi, & Hannah Abena Owusu. (2026). Influence of Storytelling Advertising on Women’s Purchasing Decisions: A Study of Sonia So Much to Love Television Commercial. LingLit Journal Scientific Journal for Linguistics and Literature, 7(4), 265-284. Retrieved from https://www.biarjournal.com/index.php/linglit/article/view/1626
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References
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Dhote, T., & Kumar, V. (2019). Long duration storytelling: Study of factors influencing retention ability of brands. Journal of Creative Communication, 14(1), 31–53.
Feng, R., & Pritchard, M. (2020). Storytelling advertising: A serial mediation model of narrative transportation. Journal of Production Management, 26(4), 503–524.
Fransen, M. L., Van Reijmersdal, E. A., & Neijens, P. C. (2018). Understanding the persuasive effects of storytelling: The role of identification with characters. Human Communication Research, 44(4), 390–412.
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Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2022). Storytelling in advertising: Understanding its role in brand trust and consumer engagement. Journal of Retailing and Consumer Services, 65, 102876.
Lim, H., Sung, Y., & Lee, W. (2020). Storytelling advertising: The interplay between narrative type and product type. Journal of Advertising, 49(3), 290–307.
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Meng-Chuang, T. (2020). Storytelling advertising investment profits in marketing. Mathematical Analysis in Economics and Management, 8(10), 1704.
Moropefoluwa, O. J., Aondover, E. M., & Falobi, F. (2024). Assessment of broadcast media in mobilizing women for political participation in lagos state. Journal of Policy and Society, 2(1).
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Msughter, A. E., & Yaú, H. A. (2018). Fundamentals of Mass media and communication research. Ahmadu Bello University Press.
Nasiru, A. A. (2022). Storytelling and the preservation of indigenous culture in Nigeria. Chukwuemeka Odumegwu Ojukwu Journal of Folklore and Cultural Studies, 1(1).
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Taherdoost, H. (2022). Research approaches: A comprehensive review. Journal of Management Science & Engineering Research, 5(1).
Taiwo, M., Jaiyesimi, B. J., & Aondover, E. M. (2024). Product placement in Namaste Wahala in the global film industry and brand recall in Nigeria. Journal of Media and Communication Studies, 16(1), 9-19.
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Akintayo, A. O., & Ajayi, P. T. (2024). Impact of radio agricultural programmes on food insecurity in nigeria: a study of selected radio stations in Ondo State. International Journal of Law, Politics and Humanities Research.
Akintayo, A. O., Adewale, O. C., & Soyobi, F. O. (2026). Exploring the Themes of Greed and Selfishness in Nollywood Movie: Soole. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(1), 35-55.
Akintayo, A. O., Adewale, O. C., Tsenongo, M., & Akintaro, M. G. (2026). Integration of Artificial Intelligence and Performance of Broadcasting Companies in Nigeria. Britain International of Humanities and Social Sciences (BIoHS) Journal, 8(1), 1-9.
Akintayo, A. O., Awofadeju, P. O., & Afolabi, J. A. (2024). Social Perception of Ritual Contents in Nollywood Movies: A Study of Undergraduate Students of Federal University Oye-Ekiti. Journal Of Arts and Sociological Research.
Akintayo, A. O., Ezeoye, C. S., Akintaro, M. G., & Adewale, O. C. (2026). The Use of Sign Language in News Presentations for Hearing Impaired Viewers to Promote Sustainable and Inclusive Media. SIASAT, 11(1), 51-63.
Anaza, N. A., Kemp, E., Brigg, E., & Borders, A. L. (2019). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605–618.
Annalise, N. (2025). By women, for women: Why brand storytelling for women is the smart business move. Native Advertising Institute. https://www.nativeadvertisinginstitute.com/blog/women-women-why-brand-storytelling-women-smart-business-move Accessed 11th June, 2025.
Ann-Marie, H. (2025). AIDA model explained: Examples and tips for using this strategic marcomms planning model in the real world. https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/ Accessed 29th July, 2025.
Aondover, E. M., Aondover, P. O., Adewale, O. C., Falobi, F., & Maiwada, A. A. (2024). Contextual Issues Surrounding Investigative Journalism in Nigeria. Polit Journal Scientific Journal of Politics, 4(4), 226-239.
Aondover, E. M., Daushe, A. U., Ogunbola, O., & Aondover, P. O. (2025). Media coverage of internally displaced persons in two selected newspapers in Nigeria. Journal of Migration and Health, 11, 100301.
Aondover, E. M., Mohammed, I., Akin-Odukoya, O. O., & Ogunbola, O. (2025). Press Coverage of Corruption Scandal in Nigeria. Indian Journal of Mass Communication and Journalism (IJMCJ), 4(3), 34-42.
Aondover, E. M., Yar’Adua, S. M., & Aondover, P. O. (2025). Influence of Digital Images on the Propagation of Fake News on Twitter in Russia and Ukraine Crisis. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 59-74.
Aondover, P. O., Aondover, E. M., Adewale, O. C., Akin-Odukoya, O. O., & Maradun, L. U. (2024). Media portrayal of female celebrities in the Nigerian press. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 11(4), 259-272.
Association for Reproductive and Family Health. (2021). Kosofe Local Government Area operational plan for orphans and vulnerable children 2021–2024. USAID Integrated Child Health and Social Services Award 2 (ICHSSA-2).
Babbie, E. (2021). The practice of social research (15th ed.). Cengage Learning.
Barari, M., Ross, M., Thaichon, P., & Surachartkumtonkun, J. (2021). Emotional intelligence, consumer decision-making styles and brand loyalty in emerging markets. Journal of Retailing and Consumer Services, 61, 102547.
Barella, Y., Merging, A., Mustani, M., Rahman, U., & Alajaili, H. (2024). Quantitative methods in scientific research. Journal of Sociology and Humanities Education, 15(1), 281. https://www.researchgate.net/publication/381216045_Quantitative_Methods_in_Scientific_Research Accessed 21st November, 2025.
Bisht, R. (2023). Sampling methods: Techniques, types, and examples. Researcher Life. https://researcher.life Accessed 6th December, 2025.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed-methods approaches (5th ed.). SAGE Publications.
Dessart, L. (2018). Do ads that tell a story always perform better? The role of character type in storytelling ads. International Journal of Research in Marketing, 55(2), 289–304.
Dhote, T., & Kumar, V. (2019). Long duration storytelling: Study of factors influencing retention ability of brands. Journal of Creative Communication, 14(1), 31–53.
Feng, R., & Pritchard, M. (2020). Storytelling advertising: A serial mediation model of narrative transportation. Journal of Production Management, 26(4), 503–524.
Fransen, M. L., Van Reijmersdal, E. A., & Neijens, P. C. (2018). Understanding the persuasive effects of storytelling: The role of identification with characters. Human Communication Research, 44(4), 390–412.
Ghanad, A. (2023). An overview of quantitative research methods. International Journal of Multidisciplinary Research and Analysis, 6(8). https://www.researchgate.net/publication/373370007_An_Overview_of_Quantitative_Research_Methods Accessed 22nd November, 2025.
Ingenbluk, P. T., & Zhao, Y. (2019). The Vegetarian Butcher: On its way to becoming the world’s biggest “meat” producer? International Food and Agribusiness Management Review, 22(2), 295–307.
Joshi, S., Domb, M., Character, B., & Bais, A. (2022). Evaluating the impact of storytelling ads on consumer purchase intention. Journal of Service Science and Management, 15, 1022. https://www.scirp.org/journal/paperinformation?paperid=115023 Accessed 19th July, 2025.
Kang, J.A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word-of-mouth intention. Journal of Consumer Behaviour, 19: 47–56. http://doi.org/10.1002/cb.1793
Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2022). Storytelling in advertising: Understanding its role in brand trust and consumer engagement. Journal of Retailing and Consumer Services, 65, 102876.
Lim, H., Sung, Y., & Lee, W. (2020). Storytelling advertising: The interplay between narrative type and product type. Journal of Advertising, 49(3), 290–307.
Longe, B. (2025). Survey methods: Definition, types, and examples. https://www.survey-methods Accessed 29th November, 2025.
Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of storytelling in destination branding. Journal of Destination Marketing & Management, 8, 271–280.
McCombs, S. (2021, June 7). What is a research design? Types, guide & examples. https://www.scribbr.com/methodology/research-design/ Accessed 25th November, 2025.
Melanie, G., & Appel, M. (2024). Narrative transportation: How stories shape how we see ourselves and the world. Advances in Experimental Social Psychology, 70(1), 1–82.
Meng-Chuang, T. (2020). Storytelling advertising investment profits in marketing. Mathematical Analysis in Economics and Management, 8(10), 1704.
Moropefoluwa, O. J., Aondover, E. M., & Falobi, F. (2024). Assessment of broadcast media in mobilizing women for political participation in lagos state. Journal of Policy and Society, 2(1).
Msaughter, A. E. (2020). Contemporary approach to social science research. Ahmadu Bello University Press Ltd.
Msughter, A. E., & Yaú, H. A. (2018). Fundamentals of Mass media and communication research. Ahmadu Bello University Press.
Nasiru, A. A. (2022). Storytelling and the preservation of indigenous culture in Nigeria. Chukwuemeka Odumegwu Ojukwu Journal of Folklore and Cultural Studies, 1(1).
Nuryanto, A., Tatihoran, N., & Firdaus, R. (2025). Research instrument: Instrument calibration. Al-Hikmah Indonesian Journal of Early Childhood Islamic Education, 9(1), 1–11.
Ojota Area Guide. (2024). Nigerian Property Centre. https://nigeriapropertycentre.com/area-guides/lagos/ojota Accessed 6th December, 2025.
Okoro, E., & Agbo, F. (2019). The role of storytelling in modern Nigerian advertising campaigns. Nigerian Journal of Marketing, 14(2), 32–45.
Owens-Ibie, N., & Aondover, E. M. (2025). Issues in Contemporary Journalism Education and Practice in Nigeria: Volume 1 (Vol. 1). Vernon Press.
Owens-Ibie, N., Merem, O. E., & Aondover, E. M. (2026). Naira Marley-Mohbad Case and X Cancel Culture in Nigeria: Is Bad Publicity Still Publicity?. Elyon Journal of Communication And Media Studies, 1(1).
Palan, K. M., Morrow, P. C., & Trapp, A. K. (2020). Gender and shopping. Journal of Consumer Behaviour, 19(5), 457–471.
Rahul, A. (2024). AIDA marketing model. https://www.techtarget.com/whatis/definition/AIDA-marketing-model Accessed 29th July, 2025.
Rotimi, W. O. (2018). Trends in advertising and cultures in Nigeria. Communication Cultures in Africa.
Sample size. (2025). Omniconvert. https://www.omniconvert.com/what-is/sample-size/ Accessed 6th December, 2025.
Sarker, M., & Al-Muaalemi, M. A. (2022). Sampling techniques for quantitative research. Principles of Social Methodology, 221–234.
Singh, S., & Sonnenberg, S. (2020). Brand storytelling: Narrative strategies in advertising. Journal of Marketing Communications, 26(3), 289–306.
Smith, J. (2022). Research methodology: A comprehensive guide. Journal of Research Methods, 10(2).
Song, J., Moon, H., & Kim, M. (2019). Effects of social presence on brand engagement. International Journal of Contemporary Hospitality Management, 31(9), 3627–3645.
Taherdoost, H. (2022). Research approaches: A comprehensive review. Journal of Management Science & Engineering Research, 5(1).
Taiwo, M., Jaiyesimi, B. J., & Aondover, E. M. (2024). Product placement in Namaste Wahala in the global film industry and brand recall in Nigeria. Journal of Media and Communication Studies, 16(1), 9-19.
Tessler, M., Palmer, M., Farah, T. E., & Ibrahim, B. (2019). The evaluation and application of survey research in the Arab world. Routledge.
Thomas, R. (2023). Research questionnaires. Enago Academy. https://www.enago.com/academy/research-questionnaires/ Accessed 7th December, 2025.
Veronica, L., & Jamie, L. G. (2024). Narrative transportation: A systematic literature review. Psychology & Marketing, 41(8).
Vibhu, T., Sooraj, N., & Rachita, J. (2023). Impact of storytelling advertising on brand equity. GLIMS Journal of Management Review and Transformation, 2(1), 1–23.
Vinney, C. (2022). What is narrative transportation? Verywell Mind. https://www.verywellmind.com/what-is-narrative-transportation-5217042 Accessed 3rd August, 2025.
Woldarsky, V. (2019). Consumers’ perceived values and purchase intention. Sustainability, 11(4), 1034.