University of Twente Student Theses


Facts and stories : the effects of a two-sided corporate story on internal and external stakeholders

Laar, Estelle van (2019) Facts and stories : the effects of a two-sided corporate story on internal and external stakeholders.

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Abstract:Purpose: Few studies considered the effects of including negative information in a story. Negative information is interesting, as it is often perceived as telling the truth. Moreover, the theory of two-sided persuasion explains that negative information can lead to enhance perceived transparency, trust, and reputation. The purpose of this study is to examine whether a two-sided corporate story perceive more transparency, trust and a more positive evaluated reputation. Method: Three types of corporate information are created for an insurance company: factual corporate information, a one-sided corporate story, and a two-sided corporate story. This study uses a 2 x 3 experimental design to examine the effects on trust, transparency, and reputation among internal and external stakeholders. Results: There is a significant difference between internal and external stakeholders, but no significant difference is observed between the different types of information. Internal stakeholders perceive greater transparency, trust the organization more, and evaluate its reputation more positively. Discussion: Trust and reputation are measured in a short time, while both concepts are built over a long time. Future research should conduct longitudinal research to explore whether or not storytelling and two-sided persuasion have influence on trust en reputation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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