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Creating striking stories for prospects and clients : a study into the use of storytelling on different online marketing platforms in the service industry.

Heerink, J.W. (2018) Creating striking stories for prospects and clients : a study into the use of storytelling on different online marketing platforms in the service industry.

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Abstract:A lot of research has been done on content marketing and storytelling. However, mostly on what it is and not on how it should be used. Two studies were conducted to find out which components of storytelling are relevant for, in this case, prospects and clients of an service organization. The first study was a qualitative one in which interviews were used to gather information about the different components of storytelling. With these interviews an answer to the question ‘How should storytelling be used for a service organization in order to be relevant for their clients and prospects?’ was found. Based on these results a questionnaire was conducted amongst 100 prospects in a second study. The aim of this study was to find out the influences of the type of narrator in corporate stories on the attitude towards the brand, text, word of mouth and the intention to follow the content and contact the organization. This second study showed results that were not significant. People can tell storytelling is important and that certain components are relevant for a story to work, but when this is tested there are no results that say so.
Item Type:Essay (Master)
Clients:
Orange8, Enschede, Netherlands
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/75452
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