Marketing Narration and the Cultural Psychology of Women in Transitional Markets
Subject Areas : Psychology
Iman Ghasemi Hamedani
1
,
Nina Shaddeli
2
1 - PhD in Marketing, Department of Innovation Ecosystem Development, Sharif Policy Research Institute, Sharif University of Technology,Tehran, Iran
2 - PhD in Regional Development, Department of Innovation Ecosystem Development, Sharif Policy Research Institute, Sharif University of Technology,Tehran, Iran
Keywords: Marketing narrative, Cultural psychology of women, Empowerment, Transitional markets,
Abstract :
The study was aimed to investigate the marketing narrative role in relation to women cultural psychology in transition markets in empowering women and redefining their identity in the context of social and economic changes. The research universe included all texts, scientific articles, books, and previous research related to narrative marketing, cultural psychology, women's studies, and transition markets. The sample was selected from written and digital references that were directly related to narrative in marketing and its role in representing women's identity and empowerment. The research method was descriptive-analytical. To collect data, a systematic study and analysis of scientific sources, including articles, books, and reputable databases, was used. The results showed that narrative marketing could create deep emotional bonds between the brand and the consumer through three main mechanisms of transmission, identification, and authenticity. Also, in transition markets context, this process was intertwined with cultural, economic, and gender challenges; and it could lead to the representation of new roles for women as active cultural and economic actors. From cultural psychology perspective, authentic and culturally appropriate narratives could strengthen women's self-efficacy, self-confidence, and entrepreneurial ambition and pave the way for their individual and social empowerment. Also, the findings indicated that the digital space and social media provided an effective platform for women's direct participation in the creation of narratives and personal branding. Finally, it could be reported that the success of narrative marketing in transitional societies depends on cultural authenticity, gender sensitivity, and women's active participation in the production of narratives.
