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The Art of Corporate Storytelling : Exploring the effects of jargon and dramatic storytelling on reputation, trust and customer-company identification in the light of corporate stories.

Dorp, M. van (2019) The Art of Corporate Storytelling : Exploring the effects of jargon and dramatic storytelling on reputation, trust and customer-company identification in the light of corporate stories.

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Abstract:This paper delves into the use of jargon and dramatic storytelling elements in corporate stories, more specifically the effect they have on corporate reputation, perceived trust and customer-company identification, whilst exploring the effect of the organizational type. Based on the literature, there is a lack of empirical research on the corporate stories in general, especially when it comes to the implementation of jargon-like language. Moreover, various sources point towards the positive effects dramatic storytelling in corporate storytelling on trust and reputation. Hence, an empirical study with a 2x2x2 design was conducted in which respondents read and evaluated 1 of 8 fictional texts about fictional organizations that contained elements of jargon and dramatic storytelling. The sample of the study consisted of 171 Dutch students with an average age of 22 from different educational institutions that were collected through personal networking and online student groups. In order to analyze the results from these respondents a multivariate analysis was conducted, which presented a low amount of significant results, which can be explained by possible limitations in the research design or the wrong target group. In the end, the study proposes further research into trust in relation to jargon and dramatic storytelling and points towards a re-evaluation of elements of drama and jargon in corporate stories.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Computer Science BSc (56964)
Link to this item:http://purl.utwente.nl/essays/78349
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