Quantifying brand narratives in content marketing
Linguistic insights from Nike and Coca-Cola
DOI:
https://doi.org/10.54337/ojs.globe.v19i1.9479Abstract
This study investigates how linguistic patterns represent brand narratives within content marketing, focusing on Nike and Coca-Cola as examples. Through the analysis of 40 brand narratives from each brand, three core aspects are analysed, namely, how plot staging, plot progression, and cognitive tension emerge in these narratives and whether predictable linguistic patterns are used. The analysis with Linguistic Inquiry and Word Count (LIWC-22) shows that Nike emphasises action and athletic challenges, incorporating narrative features like staging, plot progression, and cognitive tension. Coca-Cola, on the other hand, focuses more on emotional appeal and brand heritage, while drawing on cognitive tension. However, both brands follow mostly predictable linguistic patterns that align with traditional storytelling structures. The study provides strategic insights for marketers on using language to create engaging, coherent brand stories that resonate emotionally with audiences.
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