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What is Causal-Comparative Methodological Approach

Chapter 6
Global Perspectives on Strategic Storytelling in Destination Marketing
Confirmatory study adopting a methodological approach and comparison between two or more scenarios.
Published in Chapter:
The Influence of Storytelling Strategies on Attitude and Purchase Intention
Luís José Andrade (Universidade Europeia, Portugal) and Maria João Ferreira (Universidade Europeia, Portugal)
Copyright: © 2022 |Pages: 22
DOI: 10.4018/978-1-6684-3436-9.ch006
Abstract
This study seeks to examine the influence of storytelling strategies on individuals' attitudes and purchase intentions. Seven storytelling strategies were classified as dimensions, which served as a starting point for storytelling design and studying its impact on individuals. In this research, it is assumed that storytelling strategies positively influence attitude and purchase intention. Methodologically, the research adopts a causal-comparative approach. Accordingly, two hypotheses were tested through design and comparison of two scenarios with and without storytelling strategies. Analyses confirmed the study's hypotheses.
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