Influence of Storytelling Factors (4 factors) in Social Media toward Engagement

Research Questions and Hypothesis

RQ1: Does the short video’s storytelling factors have any effect on brand content’s number of likes on social media platforms?

• RQ1a: Does Authenticity as a storytelling factor have any effect on brand content’s number of likes on social media platforms?
o H1a: Authenticity as a storytelling factor of the short video boosts brand content’s number of likes on social media platforms.
• RQ1b: Does Conciseness as a storytelling factor have any effect on brand content’s number of likes on social media platforms?
o H1b: Conciseness as a storytelling factor of the short video boosts brand content’s number of likes on social media platforms.
• RQ1c: Does Reversal as a storytelling factor have any effect on brand content’s number of likes on social media platforms?
o H1c: Reversal as a storytelling factor of the short video boosts brand content’s number of likes on social media platforms.
• RQ1d: Does Humour as a storytelling factor have any effect on brand content’s number of likes on social media platforms?
o H1d: Humour as a storytelling factor of the short video boosts brand content’s number of likes on social media platforms.

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RQ2: How does the premium brand category moderate the storytelling factor within short videos posted on social media platforms for number of likes?
• RQ2a: How does the premium brand category moderate Authenticity as a storytelling factor within short videos posted on social media platforms for number of likes?
o H2a: Authenticity as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for premium than value brands.
• RQ2b: How does the premium brand category moderate Conciseness as a storytelling factor within short videos posted on social media platforms for number of likes?
o H2b: Conciseness as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for premium than value brands.
• RQ2c: How does the premium brand category moderate Reversal as a storytelling factor within short videos posted on social media platforms for number of likes?
o H2c: Reversal as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for premium than value brands.
• RQ2d: How does the premium brand category moderate Humour as a storytelling factor within short videos posted on social media platforms for number of likes?
o H2d: Humor as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for premium than value brands.

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RQ3: How does the informational execution approach moderate the storytelling factors within short videos posted on social media platforms for number of likes?

• RQ3a: How does the informational execution approach moderate Authenticity as a storytelling factors within short videos posted on social media platforms for number of likes?
o H3a: Authenticity as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for informational execution approach.
• RQ3b: How does the informational execution approach moderate Conciseness as a storytelling factors within short videos posted on social media platforms for number of likes?
o H3b: Conciseness as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for informational execution approach.
• RQ3c: How does the informational execution approach moderate Reversal as a storytelling factors within short videos posted on social media platforms for number of likes?
o H3c: Reversal as a storytelling factor of the short video has a weaker positive effect on brand content’s number of likes on social media platforms for informational execution approach.
• RQ3d: How does the informational execution approach moderate Humour as a storytelling factors within short videos posted on social media platforms for number of likes?
o H3d: Humour as a storytelling factor of the short video has a weaker positive effect on brand content’s number of likes on social media platforms for informational execution approach.

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RQ4: How does the emotional execution approach moderate the storytelling factors within short videos posted on social media platforms for number of likes?

• RQ4a: How does the emotional execution approach moderate Authenticity as a storytelling factors within short videos posted on social media platforms for number of likes?
o H4a: Authenticity as a storytelling factor of the short video has a weaker positive effect on brand content’s number of likes on social media platforms for emotional execution approach.
• RQ4b: How does the emotional execution approach moderate Conciseness as a storytelling factors within short videos posted on social media platforms for number of likes?
o H4b: Conciseness as a storytelling factor of the short video has a weaker positive effect on brand content’s number of likes on social media platforms for emotional execution approach.
• RQ4c: How does the emotional execution approach moderate Reversal as a storytelling factors within short videos posted on social media platforms for number of likes?
o H4c: Reversal as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for emotional execution approach.
• RQ4d: How does the emotional execution approach moderate Humour as a storytelling factors within short videos posted on social media platforms for number of likes?
o H4d: Humour as a storytelling factor of the short video has a stronger positive effect on brand content’s number of likes on social media platforms for emotional execution approach.