We chat with Stephen Hobbs, an expert in digital storytelling.  Stephen is a respected and experienced marketer who has worked with many household brands including Google, Volvo and O2.  We discuss the importance of content and storytelling in the age of AI.  Stephen tells us that his initial career as a journalist gives him a slightly different perspective on the world of marketing.

You can connect with Stephen here: https://www.linkedin.com/in/shobbsy/

We discuss a couple of related pieces of academic research:

Sung, E., Han, D. I. D., Choi, Y. K., Gillespie, B., Couperus, A., & Koppert, M. (2023). Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies. Psychology & Marketing, 40(11), 2428-2446.

Aicha, A. B., & Bouzaabia, R. (2023). The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study. Qualitative Market Research: An International Journal, 26(3), 247-268.

You can contact Hanne at Hanne.Knight@plymouth.ac.uk and Tom at Tom.Bowden-Green@uwe.ac.uk