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Customer success stories : the perfect way of advertising elaborate solutions?

Kippers, Marcel (2017) Customer success stories : the perfect way of advertising elaborate solutions?

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Abstract:In order to persuade new customers, B2B organizations use customer success stories in their marketing mix. In this form of storytelling organizations use their existing customers in order to attract new customers. A customer success story tells the story of the problem(s) a particular customer encountered before he did business with the organization and how the organization helped him with that problem. It is a commonly seen piece of content marketing used by B2B organizations, however little is known about the effectiveness of customer success stories. Therefore this research studied the marketing effects of customer success stories. The results of this study indicate that customer success stories on their own are not as powerful in terms of marketing as expected. Moreover, portrait photos do not seem to make a story more credible, nor more persuasive. This suggests that organizations should reconsider the expected effects of customer success stories in their marketing mix. For literature the results of this study suggest that the effects on storytelling should be reconsidered or at least be mitigated. However, there are some limitations to this research, therefore future research is needed to fully explore the marketing effects of this tool.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/72229
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