Date of Award
2024
Document Type
Thesis
Publisher
Edith Cowan University
Degree Name
Master of Business by Research
School
School of Business and Law
First Supervisor
Violetta Wilk
Second Supervisor
Stephanie Meek
Abstract
The art industry has undergone a tremendous transformation due to the rapid growth of online marketplaces. This change has provided artists with unprecedented opportunity to reach a global audience. However, it has also presented obstacles in forming meaningful connections with potential customers. Through the lens of Narrative Transportation Theory (NTT), this study examines the characteristics of artists’ storytelling and the interpretation of such narratives by online art market consumers. The main objective is to investigate the types of storytelling techniques evident in narratives created by artists and relate those narratives to customers’ art-related outcomes, such as perceptions, engagement and purchase intent. This study is based on an interpretative paradigm and uses a qualitative approach. The research sample consists of 25 online interviews with artists and 25 online interviews with consumers, conducted on the Mart Expo online art platform. Leximancer, a machine-learning-based program suitable for large, qualitative dataset exploration, was employed to evaluate the data. This method enabled an in-depth investigation of the narratives portrayed by the artists and the subjective perceptions, attitudes and behavioural intentions held by consumers. The results demonstrate that genuine, authentic narrative plays a crucial role in forming an artist's brand image and is associated with consumer outcomes such as positive perceptions, engagement and purchase intent. The study highlights the efficacy of narrative transportation in generating immersive and emotionally impactful art consumption experiences, which can contribute to positive perceptions, attitudes and behavioural intentions by consumers. This research contributes to a better understanding of digital marketing, specifically artistgenerated content, and consumer perceptions, attitudes and behavioural intentions in the online art industry. There are practical implications for artists who want to improve their online visibility and strengthen their relationship with audiences by using strategic, authentic storytelling techniques in their online narratives. This study provides a valuable foundation for artists in creating captivating narratives that connect with customers, thereby increasing their market success and sustaining their artistic pursuits in the digital age. From a theoretical perspective, this study presents new insights into the application of NTT in the digital realm, specifically, in the online art marketplace. It achieves this by explaining the complex dynamics of narrative transportation between artists and online art consumers.
DOI
10.25958/1tfx-hz37
Access Note
Access to this thesis is embargoed until 24th November 2026.
Recommended Citation
Golshiripour Esfahani, M. (2024). An exploration of artists’ and consumers’ online art storytelling: A narrative transportation theory perspective. Edith Cowan University. https://doi.org/10.25958/1tfx-hz37