Dissertations / Theses: 'Marketing storytelling'

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Yang, Binbin, and Miltiadis Zisiadis. "Transmedia marketing : strengthening multiplatform user participation through storytelling." Thesis, Umeå universitet, Institutionen för informatik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90349.

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The term transmedia storytelling describes an interactive narrative that exists in multiple platforms. This phenomenon allows active audience participation as a part of the narrative creation process. Part of the prior research on transmedia focuses on how to create a transmedia narrative. However there is a dearth of literature examining the merit that transmedia narratives create in Marketing. In order to answer the research question “How can transmedia storytelling be used to create value in marketing?” we conducted a multiple case study research in which we examined four marketing campaigns to reveal the transmedia elements in them. Using the approach of qualitative content analysis we applied a structured method according which we collected and analysed the data from these campaigns. Our findings suggest that creating audience participation through transmedia storytelling in marketing campaigns for movies, products and services can be beneficial. By using different media, platforms and stimulating user participation, concepts such as brand extension and brand awareness are introduced to the audience with an alternative way. The aim of this thesis is to illustrate several ways of how transmedia can be a valuable asset to a marketing campaign through storytelling.

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Peterson, Emma, Ronja Wallenberg, and Johanna Källström. "Gendered Storytelling : A normative evaluation of gender differences in terms of decoding a message or theme in storytelling." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35844.

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Background: The portrayal of men and women in various contexts and genderedrelated research is a field of interest that has been extensively dealt with for more than three decades. Still, an acknowledgement of the “truth” is far from being attained. In marketing, the power of storytelling has revolutionized the way stories are used in business practice. This research focus on gender differences in marketing by adding storytelling as a parameter. Purpose: This thesis was conducted to investigate if men and women's perceptions differ in terms of decoding elements in a story. The purpose was answered by two research questions: (1) Do men and women’s perceptions differ in terms of decoding a message or theme in storytelling? (2) If so, what elements plays major roles? Method: This thesis takes on a triangulation method and uses an interpretivist research paradigm with a deductive research approach to explore the purpose. This was a qualitative study where primary data was collected using two qualitative research methods, and secondary data from peer-reviewed articles containing relevant theories to this research. Conclusion: The conclusion is made that if marketers aims to target women, they should focus to create a highly emotional story that contains sentimental elements and shows the importance of family, relationships and love. If they want to target the male audience, they should focus on creating a story that includes a character that is distinctly portrayed as a hero, information is told clearly and straight away where the males easily can identify the mission and, also emphasize statistics and status.

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Key, Thomas Martin. "Narrative, Marketing, and Persuasion: How Storytelling Contributes to Marketing's Influence Within the Firm." OpenSIUC, 2012. https://opensiuc.lib.siu.edu/dissertations/527.

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A growing literature suggests marketing practice is declining in influence within the firm. Diagnostic opinions as to why this is occurring, and prescriptions as to what should be done are varied. This dissertation proposes narrative as a tool for both understanding and addressing the problem of marketing's declining influence. Narratology is a humanities-based discipline which explores what stories are, what they do, and how they work. It is well suited for exploring how influence is generated, gained and/or lost, within social and organizational settings. This dissertation suggests that narrative significantly impacts understanding which business function (marketing, finance, accounting, etc.) has greater influence within the firm. Moreover, by understanding how narrative carries influence between marketing and finance, marketers may be able to compete more effectively with other business function narratives. 22 depth interviews were collected of finance and marketing managers within firms, repeated across 10 firms of various sizes and in various industries. 689 narrative events and descriptions were used for analysis. Narratological investigation revealed three themes concerning marketing and finance's narrative competition, Theme #1, "Finance as Watchdog"; Theme # 2, "Who Is Really Managing the Brand?" and Theme #3, "How Finance is Your Marketing?"

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Svensson, Simon. "Storytelling i ölindustrin : Hur mikrobryggerier kan använda storytelling som marknadsföringsverktyg." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18208.

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Den svenska ölmarknaden genomgår just nu en stor förändring. Mängder av nya små aktöreretablerar sig. Så kallade mikrobryggerier startas i en strid ström. Då dessa nya ölproducenterarbetar mycket småskaligt och med hantverksmässiga metoder är det svårt att få ekonomiskbärighet i verksamheten. För att mikrobryggerierna skall klara sig på sikt krävs att de tarmarknadsandelar från de stora industribryggerierna. För att sprida vetskap om sina produkterkrävs dock att konsumenterna är medvetna om deras närvaro. Att göra reklam genomtraditionella metoder så som tidningsannonser och radio och tv är väldigt sällan aktuellt dåpriset är allt för högt. Därför undersöker studien huruvida storytelling skulle kunna vara ettalternativt marknadsföringsverktyg för mikrobryggerierna. Genom tre fallstudier som tittar påtre olika typer av storys, har jag undersökt vilken utformning och karaktär en story bör ha föratt fungera effektivt då det gäller att spridas vidare. Resultatet av studien pekar på att denvanligaste typen av storytelling som mikrobryggerierna använder sig av, produktstorys, är denminst effektiva för att få spridning. Som mikrobryggare bör man istället skapa enövergripande varumärkesstory som bryggeriet hela tiden verkar under i allt de gör. Det har istudien visat sig centralt att en story innehåller de fyra grundelementen, rollfördelning,handling, konflikt och budskap. Av dessa fyra är det konflikt som är det viktigaste elementet.En story utan konflikt får inte någon djupare påverkan på åhöraren och kommer därför intespridas vidare. Studien har också påvisat att påhittade storys kan vara effektiva sommarknadsföring. Program: Kandidatutbildning i företagsekonomi

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Barroso, Ana Rita de Almeida. "O impacto do storytelling na lealdade à marca." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/22688.

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Mestrado em Gestão Num mundo onde os mercados estão saturados e onde a concorrência é desmedida, é fulcral que as empresas se diferenciem e se destaquem aos olhos do consumidor. Neste sentido, a arte de contar histórias (storytelling) tem sido um dos grandes meios de alcançar essa diferenciação uma vez que é uma forma de marcar a diferença aos olhos do consumidor, criando uma relação forte entre a marca e os seus públicos. Assim, este trabalho pretende aprofundar as temáticas do storytelling e da lealdade à marca, estudando a relação entre estas duas variáveis. Esta relação será estudada tanto de forma direta como de forma indireta, através de conceitos como brand equity, imagem da marca, satisfação, confiança na marca e experiência com a marca. Esta investigação teve como base um questionário, cujos outputs foram analisados posteriormente e permitiram concluir que o storytelling não tem um impacto direto na lealdade à marca, mas que traz outras vantagens à marca. Este estudo fornece, assim, importantes conclusões para o marketing e para a gestão assim como para o mundo empresarial. In a world where markets are saturated and competition is high, it is crucial to companies to differentiate themselves from the competitors and stand out in the consumers’ eyes. In this way, the art of storytelling has been one of the major means to achieve this differentiation since it is a way to make the difference to the consumer, creating a strong relationship between the brand and its audiences. So, this thesis aims to deepen the themes of storytelling and brand loyalty, studying the relationship between these two variables. This relationship will be studied both directly and indirectly, studying concepts such as brand equity, brand image, satisfaction, trust in the brand and experience with the brand. This research was based on a questionnaire, whose results were later analyzed and allowed me to conclude that storytelling does not have a direct impact on brand loyalty, but has other advantages to the brand. Therefore, this study gives important conclusions for marketing and for management as well as for the business world.

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Ågren, Maria, and Martina Ölund. "Storytelling : A Study of Marketing Communication in the Hospitality Industry." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-897.

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There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis.The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry.To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis.Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.

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Alsing, Camilla, and Åsa Bergman. "Storytelling som marknadsföringsverktyg : en studie om användandet av storytelling inom hotellbranchen." Thesis, Gotland University, Department of Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-116.

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Dagens samhälle brukar betecknas som en upplevelseindustri där kundens drömmar, fantasier och upplevelser står i fokus. I flertalet turism- och resetidningar syns reportage där unika koncept ökat för att uppfylla den efterfrågan som råder på upplevelser. Idag krävs något utöver det vanliga för att utmärka sig på marknaden och de senaste tio åren har begreppet storytelling intagit folks medvetande och beskrivs som ett effektivt marknadsföringsverktyg, vilket handlar om att berätta en historia kring sin verksamhet. Då konkurrensen ständigt hårdnar är det viktigt att hitta en speciell inriktning som får folk att komma tillbaka samt prata om verksamheten. Storytelling är en differentieringsstrategi inom marknadsföring som fler och fler verksamheter anammar då de inser hur berättandets kraft kan skapa starka varumärken.Syftet med denna studie är att beskriva och undersöka begreppet storytelling genom att se hur tre gotländska hotell väljer att arbeta med detta, samt undersöka vilka eventuella effekter storytelling har gett verksamheterna. En kvalitativ utgångspunkt har använts där undersökningen har skett genom semi-strukturerade intervjuer med tre hotell, en verksam storyteller samt marknadschefen på Gotlands turistförening. En omvärldsspaning har genomförts för att urskilja dagens användning av storytelling inom hotellbranschen samt övriga samhället.Studien kopplar ihop storytellingbegreppet med teorier inom marknadsföring såsom differentiering, varumärkesuppbyggnad, word-of-mouth samt profil-, image- och identitetsskapande. Teorier valdes då storytelling är en differentieringsstrategi, där förhoppningen är att uppnå ett starkt varumärke genom att profil, image och identitet harmoniserar, och en vanlig effekt är word-of-mouth. I analysen ställs sedan teorier mot intervjuunderlag för att få svar på ställd problemfråga där bland annat förtroende och trygghet, storytellingens sanningsgrad och uppkomna effekter diskuteras.Slutsatsen i denna uppsats visar att storytelling är en effektiv strategi som hotell kan använda när de vill stärka sitt varumärke. När profil, image och identitet harmoniserar i en verksamhet blir varumärket starkt. Positiva effekter som nämns av de responderande hotellen är den nyfikenhet som väcks i kundens medvetande, word-of-mouth samt kundtillströmning. Det är viktigt att berättelsen är trovärdig och sann, och att all hotellpersonal har samma kunskap om berättelserna samt delar samma värderingar. Dock kan sanningen till viss del modifieras för att få historien eller berättelsen mer intressant samt vinkla berättelsen så den blir målgruppsanpassad. Today’s society is called the experience society where customers’ experiences and dreams are in focus. Companies are finding ways to differentiate themselves in the market and customers are demanding more than just good service. A new marketing strategy has emerged called storytelling. Storytelling is about telling a story about the organization to create an interest in, for example, the history of a hotel. It is important to find a way to get the guests to talk about your hotel and an effect of storytelling could be word-of-mouth.The purpose of this study is to describe and analyze the word storytelling, how it is used in the hospitality industry as well as how it affects the hotels. The method used is qualitative and semi-structured interviews were conducted. The respondents chosen are three gotlandic hotels, a storyteller and the marketing manager at Gotland’s Tourist association.The conclusion of the study, through the interviews combined with used theories, shows that storytelling is an effective strategy to use when hotels want to strengthen their brand. When profile, image and identity of a business are harmonized, the brand will be strong if the story is true. Positive aspects mentioned by the respondent hotels when using storytelling as a marketing tool was the curiosity it creates in the brand, word-of-mouth and customer flow. It is also important that the story is true and credible and that everyone working for the hotel has the knowledge of the story and shares the same values.

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Sirén, Jennifer, and Emma Persson. "En kvalitativ studie om hur företag använder content marketing för att skapa lojala kunder." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31305.

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Abstract Titel: Content Marketing - A study of how companies work with content marketing to create loyal customers Authors: Emma Persson and Jennifer Sirén Supervisor: Navid Ghannad Examiner: Hélène Laurell Level: Bachelor Thesis in Business Administration, focusing on International Marketing (15 ECTS), Spring-2016 Keywords: Content marketing, storytelling, customer loyalty, relationship marketing Purpose: The purpose of the study is to gain a better understanding of how businesses use content marketing to create loyal customers. Frame of References: This section begins with storytelling and content marketing, followed by relationship marketing and customer loyalty. Method: The thesis is a qualitative method with a deductive approach which includes three cases with interviews. All companies has knowledge and working actively in the area. Empirical Data: In this part the results of the interviews with the three case studies are presented. Conclusion: In this study, the authors concluded that all the investigated case companies use content marketing to a greater extent in order to maintain loyalty among its already existing customers Sammanfattning Titel: Content marketing - En studie om hur företag arbetar med content marketing för att skapa lojala kunder Författare: Emma Persson och Jennifer Sirén Handledare: Navid Ghannad Examinator: Hélène Laurell Nivå: Kandidatuppsats inom företagsekonomi med inriktning på internationell marknadsföring (15 HP), VT-2016 Nyckelord: Content marketing, storytelling, kundlojalitet, relationsmarknadsföring Syfte: Syftet med studien är att få bättre förståelse om hur företag använder content marketing för att skapa lojala kunder. Teoretisk referensram: Detta avsnitt inleds med storytelling och content marketing, följt av relationsmarknadsföring och kundlojalitet. Metod: Uppsatsen har en kvalitativ metod med en deduktiv ansats i vilken tre fallföretag intervjuats. Företagen är kunniga inom content marketing och arbetar aktivt med metoden. Empiri: I denna del presenteras de intervjuer som genomförts med de tre fallföretag. Slutsats: I denna studie har författarna kommit fram till att alla de undersökta fallföretagen använder content marketing i högre utsträckning för att bibehålla lojalitet bland sina redan existerade kunder.

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Ramini, Emile, and Pontus Johansson. "Content Marketing : varumärkesbyggnad inom modebranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14584.

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Digitaliseringen har öppnat upp hela världen som konkurrensfält för modevarumärken. Alltsåkan det vara ännu svårare att nå fram och väcka intresse på grund av nya digitala kanaler som företag kan använda i sin marknadskommunikation. Trots den stora möjligheten att nå ut tillkunderna, är det fortfarande svårt att synas och skapa engagemang. Det är både en konst och en vetenskap att bygga ett varumärke och det kräver noggrann planering, en kreativ och väl genomförd marknadsföring och ett långsiktigt engagemang. Idag har det blivit något som är avgörande för vilket modernt företag som helst. Ett varumärkes betydelse och värde för ett företag kan urskiljas från de marknadsfördelar som varumärket skapat. En strategisk tillgång som marknadsförs i egna eller köpta kanaler, som görs tillgänglig på egen plattform och syftet är att påverka ett beteende som leder till affärsnytta, ökad varumärkeskännedom samt stärka kundlojalitet. Content marketing är utmanande och det krävs mycket resurser och ansträngning för att kunna skapa bra content som bidrar till engagemang, delningar och försäljning. På en marknad med hög konkurrens räcker det inte bara att producera content, det krävs att få det att stå ut genom att göra det hjälpsamt och autentiskt. Om content i slutändan inte syns av den tänkta målgruppen har företaget slösat tid och pengar till ingen nytta. Istället för att använda content för att engagera sin publik och lyssna på vad dem har att säga, produceras content idag för att upprätthålla företagets redaktionella planering. Att endast skapa content för contents skull bidrar inte till trafikökning och får inte kunder att vilja köpa en produkt. Denna uppsats är en kvalitativ fallstudie om varumärkesbyggande, som avser att studera hur content marketing används för att bygga varumärken, i modebranschen. Studien visar hur fallföretaget ger exempel på hur modeföretag kan jobba med content marketing för att bygga varumärken. Studien visar även vad för typ av content som produceras i olika former för olika kanaler. För att bygga ett lyckat varumärke genom content marketing är det viktigt att skapa en personlig och känslomässig länk mellan varumärket och publiken. Det är även viktigt att ha en röd tråd i sitt budskap som ska ligga i linje med vad varumärket och företaget står för. Ett lyckat varumärke behöver vara konsekvent med sin content, och följa en röd tråd som människor kan relatera till samt känna igen. Dessutom är det viktigt att skaparelevant content som publiken ständigt efterfrågar. Modeföretag kan dra stor nytta av storytelling på flera plan i sin content marketing, hur de berättar om företagets historia och dess värderingar, hur de beskriver sina produkter och hur de berättar berättelser om sinakunder. Det storytelling kan bidra med inom content marketing är att skapa den känslomässiga länken mellan varumärket och dess publik. Företagets publik attraheras av berättelser och karaktärer som de kan relatera till, och fokus läggs istället på berättelsens budskap snarare än på företaget. Vår fallstudie undersöker ett modeföretag från Göteborg där fallföretaget endast är ett exempel på hur det kan se ut. Studien bygger på insamlad teori inom områdena marknadskommunikation, varumärkesbyggande och content marketing som sedan ihop med det empiriska materialet från de netnografiska fältobservationer och den semistrukturerade intervjun som genomförts vävs samman i en diskussion. The digitalization has opened up the whole world as a competitive market for fashion brands. Thus, it may be even more difficult to reach and raise interest because of new digital channels that companies can use in their market communication. Despite the great opportunity of reaching out to customers, it is still difficult to perceive and create engagement. It is both an art and a science to build a brand and it requires careful planning, creative and well-run marketing and long-term commitment. Today, it has become something that is crucial to any modern business. The significance and value of a brand can be distinguished from the market benefits that the brand has created. A strategic asset marketed in own or purchased channels, made available on its own platform, is aimed at influencing behavior that leads to business benefits, increased brand awareness and strengthening customer loyalty. Content marketing is challenging and it requires a lot of resources and effort to create good content that contributes to engagement, sharing and sales. In a market with high competition, it is not enough to just produce content, it is necessary to make it stand out by making it helpful and authentic. If content is not seen by the intended audience, the company will have wasted it’s time and money with no revenue. Instead of using content to engage their audience and listen to what they have to say, today content is produced to maintain the company's editorial planning. Creating content just for the purpose of creating content alone does not give traffic and does not make customers buy products. This study is a qualitative case study on branding, which aims to study how content marketing is used to build brands, in the fashion industry. The study shows how the case company provides examples of how fashion companies can work with content marketing to build brands. The study also shows what kind of content is produced in different forms for different channels. To build a successful brand through content marketing, it is important to create a personal and emotional link between the brand and the audience. It is also important to have a silver thread in its message that should be in line with what the brand and the company stands for. A successful brand needs to be consistent with its content, and follow a silver thread that people can relate to and recognize. In addition, it is important to create relevant content that the audience is constantly asking for. Fashion companies can benefit from storytelling on multiple levels in their content marketing, how they tell about the company's history and its values, how they describe their products and how they tell stories about their customers. The way storytelling can contribute in content marketing is to create the emotional link between the brand and its audience. The company’s audience is attracted to stories and characters that they can relate to, focusing instead on the story’s message rather than on the company. Our case study is written in Swedish and investigates a fashion company from Gothenburg where the case company is just an example of how the industry works when it comes to building a brand via content marketing. The study is based on a collected theory in the fields of market communication, brand building and content marketing, which together with the empirical material from the netnographic field observations and the semi-structured interview weighed together are intertwined in a discussion.

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Mitrovic, Aleksandra, and Marko Kljunic. "Corporate Storytelling ur kundsynvinkel: : fallet Arlanda Express." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-7557.

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Corporate storytelling är ett relativt nytt begrepp inom marknadsföring. Corporate Storytelling handlar om att använda berättelsen och berättelsetekniken för att beröra eller förändra i företaget eller organisationen. Man försöker att beröra kunderna emotionellt så att de kan ta till sig berättelsen och återberätta den via word of mouth. Beroende på målet kan man använda corporate storytelling som en metod, ett verktyg eller en strategi i marknadsföringsändamål. Corporate storytelling är ett bra sätt att särskilja sig från andra konkurrenter, då det är svårt att kopiera berättelserna, just därför att de är unika.Syftet med denna studie är att definiera hur Arlanda express kunder påverkas av deras externa corporate storytelling. Vi vill undersöka om och hur det påverkar kunderna i och med att det idag inte finns mycket forskning om detta. En av de bakomliggande orsakerna till detta är att det finns svårigheter i att mäta själva påverkanseffekten. Man kan inte göra det i siffror och diagram utan man får analysera, beskriva via ord och föra en diskussion. Vår målsättning med studien är att väcka ett intresse för detta ämnesområde och försöka skapa en förståelse om corporate storytelling och dess påverkan.För att uppfylla vårt syfte genomfördes en kvalitativ undersökningsmetod. Vi påbörjade studien med en intervju med Arlanda express marknadschef, Camilla Laaksonen, för att få en inblick i hur de arbetar med corporate storytelling och hur de hoppas att det skall påverka kunden. För att ta reda på hur deras kunder påverkas utfördes fokusgruppsundersökningar för att skapa en förståelse och för att föra en djupare diskussion för att i slutändan kunna urskilja ett beteendemönster och analysera svaren. Slutligen ska detta kunna besvara vår frågeställning där vi ska finna svaren på hur Arlanda express kunder påverkas utav deras externa corporate storytelling.Studien påvisade att man är mer benägen att återberätta en berättelse ifall produkten eller tjänsten är utav högengagemang prioritet. Arlanda express är enligt studien en lågengagemangs tjänst där kunden endast är intresserad av att komma till eller från flygplatsen. Vår studie visade dock att respondenterna återberättade berättelserna de hört men på grund av fel orsak, inte för att berättelserna i sig var intressanta utan för att själva idén med corporate storytelling i väntehallen var innovativt. Arlanda express är först i Sverige med att använda ljudduschar som en marknadsföringsmetod. Frågan är när det inte längre anses vara nytt, kommer spridningen att stanna upp? Studien konstaterade att det förmodligen kommer se ut så i framtiden, att spridningen inte kommer att vara lika effektiv.

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Larsson, Johanna, and Rebecca Parwén. "Att använda storytelling i reklamfilm - bra eller dåligt? : Unga konsumenters uppfattning av reklamfilm med storytelling." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-357801.

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Storytelling är ett sätt att utforma reklam på där en historia berättas i syfte att förbättra konsumenters uppfattning av ett företag eller varumärke. Storytelling möjliggör för företag att skapa en helhetsbild av sitt koncept, gestalta sitt varumärke och ge sina konsumenter en upplevelse. Teorier om storytelling tar upp många fördelar men belyser få nackdelar. Syftet med denna studie är att undersöka hur storytelling i reklamfilmuppfattas av unga konsumenter. För att göra detta har semistrukturerade intervjuer genomförts med unga konsumenter som tillhör generation Y. Med generation Y menas personer som är födda på 1980- och 1990-talen. Totalt intervjuades 10 studenter på Uppsala Universitet Campus Gotland. Den teoretiska referensramen innehåller teorier om hur reklamfilmer med storytelling bör vara uppbyggda, samt vilken påverkan storytelling har på unga konsumenter inom generation Y. Viktiga byggstenar som bör finnas med i storytelling är bland annat budskap, konflikt, rollfördelning och handling. En lyckad reklamfilm med storytelling väcker känslor, är intresseväckande och skapar en positiv bild av det bakomliggande varumärket. Detta kan leda till en djupare och gynnsam relation mellan konsument och företag. Konsumenter tolkar reklamfilmer olika, bland annat utifrån upplevelser, preferenser och ekonomiska förhållanden. Denna studie visar att unga konsumenter ofta har en mer positiv inställning till reklamfilmer med storytelling jämfört med traditionella reklamfilmer. Detta beror bland annat på att de uppfattar storytelling som roligare och mer intressant. Hur en reklamfilm uppfattas kan dock skilja en hel del mellan olika individer. Storytelling har inte enbart positiva effekter, till exempel finns det en risk att varumärket blir otydligt och missas i berättelsen. Det är även möjligt att det blir ett överflöd av reklamfilmer med storytelling, då de allra flesta företag använder sig av detta idag. Unga konsumenter tittar mer sällan på TV och kommer därför inte i kontakt med reklamfilmer på samma sätt som tidigare, vilket kan skapa nya utmaningar för marknadsförare. Today, consumers are constantly exposed to advertising and therefore companies are forced to stand out. One way to do this is to make commercials that contain storytelling. Storytelling is a way of designing commercials, where a story is told in order to improve consumer perception of a company or brand. Theories about storytelling address many advantages but highlight very few disadvantages. The purpose of this study is therefore to explore how storytelling in commercials is perceived by young consumers. In order to do this, interviews were conducted with young consumers (generation Y). The theoretical frame of reference contains theories about how commercials with storytelling should be constructed, as well as the impact storytelling has on young consumers. This study shows that young consumers often have a more positive attitude towards commercials with storytelling than traditional commercials, as they perceive storytelling as more fun and more interesting. However, how a commercial is perceived can differ a lot between different individuals. Storytelling does not only have positive effects, for example, there is a risk that the brand becomes unclear and lost in the story. There is also a possibility that there will be an abundance of commercials with storytelling, as most companies use this today.

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Bordet-Volay, Mathilde. "Le storytelling dans la communication touristique d'un pays : L'exemple de l'Ecosse." Thesis, Dijon, 2015. http://www.theses.fr/2015DIJOL020/document.

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Un séjour touristique implique en argent, en temps, voyager est aussi synonyme d’appel à l’imaginaire et de création de son identité. Théoriquement, la communication touristique engage un énonciateur, l’organisme de promotion d’une destination, et un public, des énonciataires aux motivations diverses, attirés par la destination visée. Cette relation passe par des méandres ; la perception, les émotions, l’influence se mêlent au discours et lui donnent différents contours. Il s’agit alors pour l’instance de production d’envisager ces écarts d’interprétation pour inciter les touristes potentiels à découvrir la région. Un registre de communication relève du storytelling, avec la mise à contribution de l’habitant comme figure incarnée d’un discours de proximité, d’authenticité. A travers trois sites Internet sur l’Écosse ainsi que des questionnaires administrés à des touristes potentiels, nous tenterons de voir quelle est la perception par ces touristes, des stratégies de communication employées, tout particulièrement dans le registre narratif (contenu) et figuratif (expression) du storytelling. La communication narrative a-t-elle plus d’influence sur leur choix que des techniques plus pragmatiques ? Les évolutions de la communication touristique dans le temps ont amené la transformation du « voyage » en « récit ». Quelle place le storytelling a-t-il dans ce mouvement ? Si le storytelling par l’habitant propose une image de la destination et de ses habitants, il ne suscite pas plus les émotions qu’une autre technique car il semble contraindre le lecteur qui ne peut alors contribuer pleinement à la construction de l’histoire de la destination, à partir de son imaginaire A travel involves money, time and imagination. It plays a significant role in the creation of the tourists’ identities. Theoretically, touristic communication consists of an organization that formulates a message and an audience, who interprets it, with different motivations but at least an interest. This enunciative relation has twists and turns: perceptions, emotions, influences affect the message and change its intended meaning. The people who advertise the destination must consider these gaps in interpretation to incite potential tourists to discover a place. There is a category of communication called “storytelling”, especially with the contribution of local people, which presents testimonials of real characters, as speeches of authenticity.Through three websites about Scotland and questionnaires given to potential tourists, we will try to describe their perceptions of the main communication strategies. We will especially focus on the narrative (content) and figurative (expression) fields of storytelling. Does this particular technique have more influence on choices than more pragmatic techniques? The evolution of touristic communication has made “the story” a more central subject than the travel itself. What is storytelling in this trend? Although storytelling by local people conveys an image of the destination and its community, the use of emotions in storytelling does not arouse the interest more than in other techniques, especially because it constraints the imagination too much and does not allow the potential tourist to see himself as a character of the destination story

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Sjöqvist, Sacharias, and Rolandsson Alexander Mörén. "Storytelling inom extern kommunikation : En kvalitativ studie om hur startupföretag använder sig av storytelling inom den externa innehållsmarknadsföringen." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105877.

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Företagskulturen har förändrats i Sverige och det blir vanligare att startupföretag etablerar sig på marknaden. Dessa startupföretag lider av strukturella begränsningar gällande resurser och tillgångar. Samtidigt konkurrerar de på en marknad bland större, mer etablerade företag. Ett påtagligt problem uppstår när en växande företagsform, som gynnar marknaden och den övergripande samhällsnyttan, tvingas möta dessa utmaningar på grund av den särskilda företagsformens utgångspunkter. Av denna anledning är det viktigt att finna kostnads- och resurseffektiva lösningar för dessa företag att använda sig av för att företagsformen fortsatt skall vara attraktiv för företagare. Samtidigt har den externa innehållsmarknadsföringen genomgått revolutionerade utvecklingar gällande teknologiska framsteg och kostnadseffektiva lösningar. Storytelling är ett växande strategiskt verktyg, som vuxit sig starkt och ämnar uppnå genomslag bland konsumenter. Tidigare forskning påvisar att människan lättare tar in och memorerar intryck när de paketeras som berättelser och marknadsförare försöker dra nytta av detta genom storytelling inom deras externa kommunikation. Men tidigare forskning gällande sambandet mellan startupföretags marknadsföring och litteraturvetenskaplig berättandeteknik är svag och vi vill därför skapa en förståelse för hur storytelling används av startupföretag inom den externa innehållsmarknadsföringen. Studien bygger på en kvalitativ forskningsstrategi, med en design där fokus läggs vid kontextuell beskrivning. Empiriinsamlingen består av åtta stycken semi-strukturerade intervjuer med startupföretag i tillväxtfasen. Samtliga av de intervjuade företagen använder sig av storytelling inom deras externa innehållsmarknadsföring. Det sammanställda empiriska resultatet analyseras utifrån genererade huvudteman vilka skapar en kontextuell bild av den verklighet som undersöks. Fem huvudteman genereras och skapar en helhetsbild kring de intervjuade företagens arbete kring storytelling. Vidare analyseras dessa teman ingående och med flera olika underliggande aspekter vilka redogörs för analysen. Resultatet visar att startupföretag använder sig av olika strategier inom storytelling för att nå genomslag bland konsumenter. En övergripande åsikt att storytelling är ett effektivt verktyg inom marknadsföring för företag med begränsade resurser. Startupföretag gör aktiva val i deras strategier gällande storytelling, vilka åläggs olika vikt vid de huvudteman som genereras. Mer generella slutsatser innefattar att litteraturvetenskapliga berättartekniker inte används effektivt eller i större utsträckning bland startupföretagen. Det finns ett stort intresse för storytelling men begränsade resurser och kunskap att utnyttja. De digitala kanalerna har vuxit sig starka och erhållit en större betydelse inom den externa innehållsmarknadsföringen. Slutligen påvisar denna studie att startupföretag kommunicerar på olika sätt, beroende på om de riktar sig mot företag eller slutkonsument. The corporate culture has changed in Sweden and it has become more common that start-up companies establish their presence of the market. These start-up companies suffer from structural limitations concerning assets and resources. At the same time they are competing on a market, amongst larger, more well established companies. A problem arises when a growing type of enterprise, which stimulates the market and the overall societal benefit, is forced to face these challenges because of start-up company’s characteristics. Because of this, it is important to find cost- and resource efficient solutions for these companies to make use of so that start-up companies can continue to be attractive for entrepreneurs. At the same time, the external content marketing has gone through revolutionary developments concerning technological progress and cost efficient solutions. Storytelling is a growing strategic tool that has grown strong and is used to achieve impact amongst consumers. Earlier research suggest that humans have an easier time to take in and memorize impressions when the impression is packaged and presented in the form of a story and that marketers are trying to make use of this through storytelling within their content marketing. But earlier research into the subject of relationship between marketing and literary studies is weak, and therefore we want to create an understanding for how storytelling is used by start-up companies within their external content marketing. The study is based on a qualitative research strategy with a design that focuses on contextual description. The empirical results are based on eight semi-structured interview with start-up companies in the growth-phase. All of the companies that are interviewed deal with storytelling within their external content marketing. The empirical results were analysed on the basis of generated themes, which create a contextual picture of the reality that is being studied. Five themes were generated and create the entirety of the interviewed companies work concerning storytelling. Furthermore, the themes were analysed in detail with several underlying aspects, which are made clear in the analysis. The results show that start-up companies use several different strategies concerning storytelling, in order to reach impact among consumers. An overarching view is that storytelling is an effective tool within marketing for companies with limited resources. Start-up companies make active choice in their storytelling strategies, and are given different focus depending on which company it is. More general results show that storytelling techniques based on literary studies are not used effectively or extensively among start-up companies. There is a big interest for storytelling but limited resource and knowledge to make use of. The digital channels has grown strong and received a larger roll and meaning within the external content marketing. Finally, the study shows that start-up companies communicate in different ways. Depending on whether they focus on companies or consumers.

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Nyman, Freja Lina. "Cost transparency & storytelling : How fashion companies disclose cost transparency information and use it as a storytelling tool." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-24378.

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Background: Consumers are aware of and care for the environment, which has led to a need for transparent and sustainable fashion products. This results in that companies need to create transparent and sustainable communication strategies to gain the consumers’ trust. In order to strengthen trust among consumers, brands needs to tell stories that are credible and create emotional bonds. A few fashion companies has taken this transparency further through implementing cost transparency in their business model. This means that they as opposite to traditional retailers reveals its costs and margins in order to justify the product price and communicate this through storytelling towards the end consumer. Purpose: The purpose of this research is to present how fashion companies that today work with cost transparency disclose this information, what parts of the cost structure they do not disclose and how it is communicated through storytelling. This paper will focus on companies that communicate cost transparency to the end consumer online and how they do this through their company websites and their online shops. The research will add to the existing literature which has until now concentrated on transparency from an ethical supply chain perspective and price transparency. Methodology: This research is a qualitative study where a comparative research design is chosen. A multiple-case study is chosen where primary data regarding cost transparency and storytelling is collected from three company websites. The data is later analysed back and forth with concepts presented in the theoretical framework in order to analyse how fashion companies work with cost transparency and storytelling. Findings: The research shows that all three cases choose to display transparent cost information related to direct material costs and manufacturing costs as well as a price comparison with traditional retail brands. Meanwhile the less recognisable costs such as the indirect costs related to running the business were not included in the cost breakdown information. The cost transparency narrative is used in storytelling to educate the consumer where all three cases tell a story where they function as the hero, meanwhile the traditional retailers represents the villain. Managerial implications: From a company perspective, everything related to adding a value to the product is seen as part of the cost structure. Hence, in order to keep the consumers’ trust and stay relevant, it is seen that companies are advised to tell stories that transparently gives the consumers the full picture of the cost structure.

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Holmström, Annika, and Kristina Landqvist. "Never ending story : Storytelling som en varumärkesstrategi." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-19836.

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We were accepted to the field study Dignity and therefore chose to write our thesis in connection with it. Our subject is the oasis of Siwa in Egypt. The society has long been isolated, and therefore, the city has been able to preserve their handicraft methods and values. We chose to study the Ecological and Handicraft Development Center, which is a newly opened center for craft production. We wanted to see how the centre could use storytelling as a marketing strategy. Our main problem is: How can Ecological and Handicraft Development Center use storytelling to promote their handicraft products? The investigation will explore the concept of storytelling related to branding. It will make proposals on an appropriate approach for Ecological and Handicraft Development Center. The market for organic products is also highlighted in the study. To highlight the difficulties, two companies will act as examples. We chose to look at our thesis from a hermeneutic approach because the aim is not to obtain an absolute truth, but to ensure the empirical data from different perspectives and thus get a deeper understanding. The empirical data will mainly consist of soft data and we want to understand the chosen area, therefore we will conduct a qualitative study. The purpose is normative, because the result will consist of proposals for the centre. The focus on our theories is storytelling. Storytelling is a relatively new concept in marketing. Corporate storytelling is defined as storytelling in organizations or businesses, in both internal and external context. The company analyzes its own identity in order to find core values and build the story around them. There are various criteria narrators should be taken into account when a story is built. Each story must have a message, a conflict, characters and plot. It should be short and not too informative since the reader needs space to create his/her own image and thus be a part of the story. Storytelling is according to several theorists a useful tool for branding. Green marketing is the process of selling products or services through the use of their environmental benefits in marketing. Customers today are skeptical concerning green marketing. This is because companies in the 1990s, claimed that they were selling organic products when they did not. However, a new customer has risen through the ongoing environmental and ethical debate. The customers have an ecologically conscience and buy products based on these values. Fair trade is an area in the green marketing, where companies can be certified. It requires that the organization follow predetermined guidelines. Through the research we found that the Ecological and Handicraft Development Center’s core values is their desire to preserve handicraft traditions in Siwa and help the society. The company should use a true story because with a fictitious one it will probably harm the company more. With the continuing debate about ethics and problems in society it is likely that consumers will be upset if the truth is discovered. The company can use either a community story or a story about the founding of the company as a storytelling. Ecological and Handicraft Development Center is a newly established small company, hence should seize the opportunity to use digital storytelling. This method does not require vast resources. It is easy to spread and can be displayed on web sites, conferences, trade fairs or in mobile phones. Program: Textilekonomutbildningen

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Pykälistö, Jonathan, and Alexander Fahlstad. "Branding strategy through storytelling in marketing : The other side of the story." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43829.

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Background - What a company wants to communicate is today more correlated to their core values and within storytelling it is no exception. Storytelling is the art of using a story in focus in televised commercials and the products are used in the peripheral. Storytelling in televised commercials can create positive association and experience towards the brand and therefore increase the value. A pre-study was done to find suitable brands to continue the study with. The selected brands were Volvo Cars, IKEA and H&M since they were seen to be using storytelling and were high-valued brands in the Swedish product-oriented segment. Purpose - The purpose of this thesis is to examine brand identity through storytelling. This is exemplified by Swedish product-oriented companies. More specific, to investigate the coherence with consumers’ brand image and existing gaps. The companies that will be covered in this study are Volvo Cars and IKEA, whereas H&M did not meet the requirements for further analysis in this thesis. Method - To conduct this study, a qualitative research method was adapted. The research was done with a philosophical mindset of interpretivism with an inductive research approach. The data for the empirical chapter was collected by a qualitative multi-method where the first set of primary data came from a content analysis of commercials. The second set of data came from semi-structured interviews. The sampled respondents were chosen to match the companies’ target segments. It was handled as a multiple case-study where each company was their own case. The data was later analyzed through the Brand Identity Prism and its six facets for both the companies’ brand identity and consumers brand image. Results and Conclusion - The results in this thesis showed that the brand identity of the analyzed companies using storytelling were overall coherent with the brand image consumers had of them. Some gaps occurred for the brands, however not within the same facets of the Brand Identity Prism. Due to this no general conclusion could be drawn specifically for Swedish product-oriented companies. Overall, the researchers concluded that the use of storytelling could both develop and reduce gaps, depending on how it is done. Developing storytelling based on a clear brand persona and the core values of the specific brand would help companies to reduce gaps. Practical Implications - This thesis is providing useful information to managers and business leaders by showing how they can compare and analyze the coherence of brand identity and brand image when using storytelling as a branding strategy. Furthermore, the researchers give insights for how to manage and reduce gaps between brand identity and brand image.

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Hermansson, Elisabeth, and Jia Na. "How does a company communicate through storytelling? : a study of the storytelling techniques used in two companies." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-12.

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Storytelling, an important part of human communication, is being increasingly used by companies to communicate their values and build trust and connection with employees and customers. A good story can create emotions and feelings among the audience, can simplify and transmit complex messages. In contrast to the conventional informative and lecture-style of communication, which are likely to evoke counter arguments; storytelling is more likely to inspire people to take independent actions. However, storytelling is not flawless. There are downfalls to storytelling, such as stories told from a single point of view, which companies need to be aware of when using this technique. The purpose of this study is to explore how storytelling is used in two companies internally and externally, and by doing so, to enable a deeper understanding of the storytelling concept and explore the subject further. The results show that giving different factors, such as target audiences, the company that uses storytelling internally, considers the authenticity of the stories to be of great importance. This view does not apply to the company that uses storytelling externally. On the other hand, the latter company’s external and internal core message or values go hand in hand to a great extend. In contrast, the former company uses different values to its customers compared to the ones it uses to communicate with its employees. The contribution of this thesis can be found in the model of different dimensions of storytelling, presented in the theoretical framework. These dimensions enable a deeper understanding of storytelling as well as facilitates as a guide when exploring the subject, both externally and internally. Students wanting to research the area as well as companies wanting to use storytelling as a marketing or communication tool can benefit from using the dimensions of storytelling derived from this thesis.

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Månsson, Sara, and Gustav Björling. "Implementation and Perception of Modern Marketing : A qualitative study on Storytelling, Brand Identification, and Content Marketing used and perceived in a marketing perspective." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137435.

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Grigsby, Jamie L. "What's the Story? Understanding the Experiences and Consequences of Consuming Stories." Kent State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=kent1498738685600326.

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Motta, Alfredo Guimarães. "A utilização do marketing de conteúdo e do storytelling como ferramentas para construção de marcas na pós-modernidade." Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/18764.

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Submitted by Marlene Aparecida de Souza Cardozo (mcardozo@pucsp.br) on 2016-08-01T16:11:59Z No. of bitstreams: 1 Alfredo Guimaraes Motta.pdf: 744795 bytes, checksum: 43634ec8c9eace2663e88dc0ed3e943e (MD5) Made available in DSpace on 2016-08-01T16:12:00Z (GMT). No. of bitstreams: 1 Alfredo Guimaraes Motta.pdf: 744795 bytes, checksum: 43634ec8c9eace2663e88dc0ed3e943e (MD5) Previous issue date: 2016-03-14 This study has aimed to develop a framework to support the implementation of content marketing and storytelling for the construction of solid brands in a postmodern world. The motivation behind it has been primarily the importance that brands have for both organizations and individuals, considering its economic role and the satisfaction of objective and subjective needs. Secondly, the size of the investment in brand communication exceeded R$ 120 billion in 2014 in Brazil, recquiring its effective use. Finally, this research is justified by the simultaneous occurrence of two key vectors of change in society: the emergence of a new generation of consumers and the ubiquitous adoption of the internet and mobile telephones by the population that has set a new media paradigm, which demand a review of marketing strategies and tactics for branding. In this context, content marketing and storytelling are marketing tools that have grown in use and in share of the marketing budgets. Assuming that the two techniques can benefit from a more robust set of concepts, parameters and processes to guide their use, an exploratory research was conducted, consisting of fifteen interviews with specialists in brand communications and storytelling, from distinct segments, occupying managerial positions, and in charge of annual marketing budgets equal or superior to R$ 1.000.000. The result of this work is an objective framework to guide the use of content marketing and storytelling for branding, comprehending twelve steps, supported by the experience of industry leaders with significant experience in the disciplines Esta pesquisa teve como objetivo desenvolver um framework para guiar a utilização do marketing de conteúdo e do storytelling para a construção de marcas na pósmodernidade. A sua motivação foi primeiramente a importância que as marcas têm nesta sociedade para indivíduos e empresas, tanto pelo papel econômico que exercem, como pelas necessidades objetivas e subjetivas que satisfazem. Um segundo fator importante para a realização deste estudo é o tamanho do investimento publicitário no Brasil, superior a R$ 120 bilhões no Brasil em 2014, que requer eficácia na sua utilização. Finalmente, justifica-se este trabalho pela ocorrência de dois vetores de mudança com grande repercussão na comunicação mercadológica: a emergência de uma nova geração de consumidores e a adoção maciça da internet e da telefonia móvel pela população que estabeleceu um novo paradigma de mídia, e demandam uma revisão das estratégias e táticas para construção de marcas. Neste contexto, o marketing de conteúdo e o storytelling são duas ferramentas que têm crescido em utilização e enquanto fatias do orçamento de marketing. A partir da premissa que elas podem se beneficiar de conceitos, parâmetros e processos que norteiem a sua utilização, foi conduzida uma pesquisa exploratória, em que foram entrevistados em profundidade quinze especialistas em comunicação de marcas e contação de histórias, de segmentos de atuação distintos, ocupando cargos de liderança em empresas com orçamentos anuais de marketing superiores a R$ 1.000.000. O resultado deste trabalho é o oferecimento de um modelo objetivo para a aplicação destas técnicas para a construção de marcas poderosas, constituído de doze passos sequenciados, respaldado pela experiência de profissionais com grande vivência na disciplina

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Skog, Malin, and Amanda Torgersson. "Storytelling i reklamfilm; Etnografisk innehållsanalys av Ikeas reklamfilm." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18097.

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Forskning visar att företag idag bör engagera människor emotionellt snarare än rationellt för att förmedla budskap. Storytelling är ett effektfullt verktyg med fördelen att kunna engagera människor på en emotionell nivå samt att det kan nyttjas inom flera användningsområden. För att genomslagskraften ska bli så stor som möjligt måste företagen ha kontroll över vad det är för budskap som sänds ut. Diskussioner förs dock gällande att dagens företag inte anses ha den rätta kunskapen om storytelling samt att det saknas dokumenterad teori om ämnet. Detta gör att fler studier inom området är av betydelse för storytellingens framtida utveckling. Reklamfilm är en kommunikationskanal som kan användas för att förmedla budskap. Genom reklamfilm kan företag på så vis använda storytelling för att fånga människors uppmärksamhet vilket bland annat kan leda till att stärka ett varumärkes trovärdighet. Problematiken ligger i hur storytelling kan användas i reklamfilm för att förmedla och förstärka budskap.Studien syftar till att öka förståelsen för hur företaget Ikea använder storytelling i mediet reklamfilm för att förmedla samt förstärka budskap. För att uppnå studiens syfte har vi utgått från tre frågeställningar vilket således resulterat i att studiens struktur byggts utifrån tre perspektiv. Det första perspektivet berör ethos, pathos och logos vilket är grunden för retorisk analys samt övertygande kommunikation. Den andra delen handlar om semiotik som syftar till att beskriva och tolka reklamfilmerna genom semiotiska tecken och symboler. Den tredje och sista delen som studien utgörs av är storytellingens fem steg för att skapa genomslagskraft i berättelser.Med hjälp av den etnografiska innehållsanalys som genomförts på reklamfilm har vi studerat dessa tre perspektiv i relation till vetenskaplig litteratur då det hjälpt oss att besvara studiens frågeställningar och därmed uppnå studiens syfte. Ikeas reklamfilmer har blivit föremål för analys då Ikea anses vara ett företag som framgångsrikt arbetar med storytelling för att förmedla budskap, stärka varumärke och för att nå ut till nya potentiella kunder. Studien resulterade vidare i slutsatser om hur Ikea arbetar med storytelling genom reklamfilm och även förslag på hur vi anser att de kan bli ännu bättre.

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Monteiro, Vanessa Alves Silva. "Storytelling nas marcas de moda : comunicação e criação de valor." Master's thesis, Universidade da Beira Interior, 2013. http://hdl.handle.net/10400.6/1722.

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Esta dissertação procura relacionar o património do storytelling e as vantagens que este pode trazer para a gestão das marcas de moda. Apesar da influência que estas marcas têm na vida contemporânea, existe uma crise de valores relacionada com a indústria, motivo que levou este estudo a relacionar o storytelling com a estratégia de branding das marcas de moda. O Homem sendo compreendido como uma espécie social e cultural que resistiu por milhares de anos através da transmissão das suas experiências e conhecimentos, criou uma característica de diferenciação face às demais espécies da Terra, as histórias. Neste sentido analisámos o storytelling, estratégia que recorre a esta atividade ancestral, para perceber o contributo que traria à comunicação entre a marca e o consumidor. Os objetivos que se procuram alcançar são: o esclarecimento de conceitos que integram este tema; o levantamento das vantagens, caso existam, da combinação dos conceitos moda e storytelling; e de que forma as marcas tiram partido das histórias na transmissão da sua identidade. Para a obtenção destes resultados o estudo recorreu a uma metodologia que assentou primeiramente na definação do problema, seguido de análise de referências bibliográficas capazes de explicar o estado da arte que procurou servir de base teórica para os casos de estudo que se seguiram, e que procuraram validar em exemplos reais a abordagem teórica realizada.

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Sundkvist, Anne, and Hedvig Wolf. "Artificiella influencers : en netnografisk studie om marknadsföring genom artificiella influencers och följarnas respons till fenomenet." Thesis, Linköpings universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-172268.

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Bakgrund: Artificiella influencers är ett nytt fenomen inom marknadsföringsstrategininfluencer marketing. En artificiell influencer är en datorskapad karaktär som genom enfiktiv berättelse skapar kontakt med sina följare. Det saknas idag forskning kringfenomenet och dess påverkan på marknadsföring, varför denna studie ämnar attundersöka fenomenet och bidra med en grundförståelse för artificiella influencers ochdess påverkan på marknadsföring. Syfte: Studien syftar till att undersöka fenomenet artificiella influencers. Metod: Studien är av kvalitativ karaktär, med ett konstruktionistiskt ochinterpretativistiskt utgångspunkt. Studiens ansats är iterativ och empirin har samlats inmed en netnografisk metodik. Det empiriska materialet har analyserats genom entematisk analysmetod. Slutsats: Studien visar att artificiella influencers använder sig av element frånmarknadsföringsstrategin storytelling i olika grad för att lyckas skapa kärnan i influencermarketing, identifikation och trovärdighet, och därmed influera följarna. Genom attframmana en känsla av identifierbarhet tenderar även följarna till de artificiellainfluencerna att utveckla en parasocial relation till karaktärerna. Vidare uttrycker följarnabeundran såväl som förvirring kring karaktärernas digitala framställande. Background: Artificial influencers is a new phenomenon in the marketing strategy ofinfluencer marketing. An artificial influencer is a computer-generated character, whothrough a fictional story creates contact with the followers. There is currently no researchon the phenomenon and its impact on marketing. Therefore, this study aims to investigatethe phenomenon and contribute with basic understanding of artificial influencers and itsimpact on marketing. Purpose: The study aims to investigate the phenomenon of artificial influencers. Methodology: This study is of qualitative nature, with a constructionist and interpretiviststarting point. The approach of the study is iterative and the data has been collectedthrough a netnography methodology. The collected data has been analyzed by a thematicanalysis method. Conclusion: The result of this study discloses that elements from the marketing strategystorytelling is uesd, to varying degrees, by the artificial influencers with intention toreenact the core strengt in influencer marketing: idetification and trustworthiness, whichin turn enables an ability to influence the followers. By generating a sense of homophily,the followers tend to develop a parasocial relationship with the characters. In addition,the followers are also expressing admiration to the characters, as well as confusion aboutthe digital creation of the

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Neubauerová, Markéta. "Role příběhu v marketingu kulturního dědictví." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205403.

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This thesis deals with the role of the narrative in animation culture heritage. Its aim is to assess the effectiveness of the use of the narrative in the marketing of cultural monuments. The theoretical part describes the specifics of the art marketing and the culture product, focusing on the use of psychology and emotions in marketing and explains the theory of narratology and storytelling and its application for an animation of the narrative. The practical part includes a research and analysis of selected objects that use or do not use the story for self-promotion, and also investigates the marketing campaign of the CzechTourism Agency. Analysis of selected objects was personally accomplished by the author through the questionnaire survey. Based on the research probe, the thesis provides evidence of the narrative functionality in animation of the culture heritage and recommends convenient changes to existing marketing promotion.

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Mattisson, Amanda, Caroline Wilkens, and Sanna Nevala. ""In collaboration with..." The presentation of sponsored posts in lifestyle blogs and consumers' interpretation : The Case of Michaela Forni." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35782.

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Background: Due to the rapid growth of social media usage, marketing has significantly moved from traditional ways towards digital marketing. In today’s society, people are exposed to an overload of information through various media channels. Due to the overexposing of marketing, traditional marketing has become less effective since the majority of the information through traditional media channels pass people by. Considering this, companies are seeking new ways to market their brand and products. A new attractive marketing tool is blogs and with the help of bloggers as influencers, companies see the potential of effectively reaching out to their desired target group. Purpose: The purpose of the thesis is to examine how advertising of brands, products and services are presented in the blog of Michaela Forni as well as the readers’ interpretation of the sponsored content. Method: This thesis adopted an abductive philosophy, with an interpretive, qualitative methodological approach. The main techniques include content analysis, narrative analysis and semi-structured interviews. Conclusion: A major finding and conclusion obtained from this study is the importance of what product or service that is promoted in the sponsored blog posts. This factor plays a crucial role whether the readers are susceptible to the sponsored message or not. Thus, sponsored posts are more appreciated than native advertising and ad-banners appearing on the blog as the latter two forms feature content not written by the blogger herself. Michaela Forni is using several presentations styles of her sponsored posts which leads to a bigger interest of the readers due to the variety. One of the most significant conclusion from this study is that branded storytelling is the most effective presentational style of sponsored content. The loyal relationship between the blogger and reader results in less ad skepticism and the reader having a positive association towards the sponsored content on the blog. The authors also identified correlations between the presentation styles of the sponsored content and readers’ interpretations.

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Singer, Julia. "Der Beitrag von Storytelling mittels Videopodcasts zur internen Markenkommunikation am Beispiel einer österreichischen Fluglinie /." Wien : Facultas WUV, 2008. http://aleph.unisg.ch/hsgscan/hm00262915.pdf.

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Demarini, Valdivieso Sandra, and Infantes Martín Anthony Yanqui. "Diseño de un Plan de Marketing Digital basado en técnicas de storytelling para productoras teatrales. Caso: PROYEKTATE." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2019. http://hdl.handle.net/20.500.12404/15610.

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La presente investigación tiene como objetivo principal diseñar un plan de marketing digital basado en técnicas de storytelling para la productora teatral “Proyektate”. Para ello, es necesario conocer cuáles son las estrategias actuales de la empresa, cuál es su desempeño, qué oportunidades de mejora de dichas estrategias existen en el ámbito teatral y si es factible introducir la propuesta del storytelling como herramienta para promocionar la productora de una forma innovadora. Para ello, se ha llevado a cabo entrevistas a expertos en marketing y storytelling para implementar el marco teórico y tener un mayor conocimiento del tema. Asimismo, se ha entrevistado a los miembros de Proyektate, así como a los principales stakeholders, para obtener toda la información necesaria de la empresa. Por último, se realizaron treinta entrevistas a profundidad al público asistente de las obras musicales para conocer su percepción sobre la productora. De esta manera, se han obtenido diversos hallazgos; sin embargo, existen dos que tienen mayor relevancia en la investigación. En primer lugar, los miembros, stakeholders y la mayoría del público coinciden en que Proyektate, si bien es cierto maneja redes sociales y realiza publicaciones, no cuenta con una estrategia formal de marketing para implementarla de manera constante y con un estándar de resultados esperados. Por otro lado, dichas personas entrevistadas consideran interesante la propuesta del marketing basado en storytelling, pues es un formato novedoso que no se ha visto en otras productoras teatrales y captaría la atención del público. Finalmente, en base al marco teórico, los hallazgos y el análisis realizado se ha diseñado un plan de marketing basado en técnicas de storytelling como propuesta a ser implementada en Proyektate en el año 2020. Tesis

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Sheri, Sindi, and Byron Traoudas. "Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69395.

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Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. The authors conducted a pre-study in order to gain more knowledge about the topic , and enhance the operationalization for the main data collection method. Findings: The study concludes that video brand storytelling and its elements affect all the brand perceptions’ antecedents. Video brand storytelling is proved to be a powerful tool in content marketing since it can positively affect, even when consumers' perceptions towards the story are negative. A new antecedent of brand perceptions is proposed. Furthermore, a new element of video brand storytelling is also created. This study goes even deeper by connecting each of the elements of brand storytelling to the brand perceptions’ antecedents. Managerial and Theoretical contribution: This paper can be of great value to marketers and practitioners, since they will get suggestions about video brand storytelling’s use, in order to affect consumers as intended. The theoretical contributions of this study are also of great value since videos, brand storytelling and brand perceptions were never researched in the same context. New concepts and a new model are created, which can be a basis for future research. Quality: To add quality and validity to this study the authors include detailed processes through all the paper and provide thick descriptions and explanations.

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Asplund, Felix. "Mikrobryggerier, marknaden och märken : En studie om positionering, branding och storytelling på den svenska bryggerimarknaden." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35364.

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Introduction: In recent years there has been a large increase in the number of microbreweries on the Swedish market. The development has been the opposite compared to what contemporary scientists and economic analysts predicted. The big breweries responded to the success of the microbreweries by offering their own specialty beer, however, without much success. To study the microbreweries from a marketing point of view are therefore of much interest. Purpose: This study intends to contribute to the literature on microbreweries by examining the increase of microbreweries from a marketing point of view. The study will focus on how the microbreweries have chosen to position themselves and identify how they communicate their brand. Theory: The theoretical framework underlying this study consists of an examination of how companies can enter the market and how they can distinguish themselves from competitors. Method: To fulfill the purpose of this study, a method triangulation has been applied. The empirical data were collected using two types of content analysis and through a multiple case study. The empirical data consisted of information from the communication channels used by the microbreweries as well as trend reports from the food industry. Conclusion: The results of the study show that the most common strategy for a company to position themselves on the market is through focus. The result is based on the importance of the place where the brewery was located in terms of how they communicated their brand and how their beer was distributed. By expressing their brand and values in terms of actions and transparency, it is considered to have contributed to the success of the microbreweries in establishing themselves on the market

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Anna, Lahte, and Ann-Sofie Öst. "En fallstudie om restaurang Danilos storytellingkoncept." Thesis, Växjö University, School of Management and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-1050.

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Det är numera självklart att företag försöker hålla en hög produkt- och servicenivå. För att nå framgång och för att sticka ut i mängden handlar differentiering alltmer om känslor, design och historier. Till följd av ändrade konsumtionsmönster finns det ett ökat behov av meningsfulla upplevelser och detta har resulterat i att fler och fler företag anammar så kallad storytelling för att kunna erbjuda kunden emotionella upplevelser. Ur ett företagsekonomiskt perspektiv är storytelling ett sätt att, med hjälp av historier, paketera produkter och tjänster samt kommunicera deras budskap. När mycket tid och resurser har lagts ned på att ta fram ett storytellingkoncept är det viktigt att säkerställa resultatet av en implementering. Därav vårt intresse för att undersöka storytelling med utgångspunkt i vad som faktiskt levereras av ett tänkt storytellingkoncept. De forskningsfrågor som styr uppsatsen är:”Vad kännetecknar storytelling och hur kan storytelling användas i ett koncept?” och ”I vilken utsträckning skapas den avsedda upplevelsen genom hela kedjan, från framtagning av storytellingkoncept till konsumtion av det?”Med hjälp av fallstudiemetoden undersöker vi storytellingkonceptet för restaurang Danilo, en nyetablerad restaurang, som ligger i anslutning till SF:s biokomplex Bergakungen i Göteborg. Primärdata samlas in genom intervjuer med Stylt Trampoli, det tjänsteföretag som skapade konceptet, vd och personal på restaurang Danilo samt kunder. Den teoretiska referensramen bygger huvudsakligen på narratologi, storytelling, tjänstearkitektur och teori kring att skapa upplevelser i tjänsteföretag.Analysen visar att den avsedda upplevelsen för restaurang Danilos storytellingkoncept kommuniceras starkt i början av kedjan, men mattas av ju närmare kunden den kommer. Brister ses främst vid förankringen av konceptet hos restaurang Danilos personal. Många kunder var positiva till restaurangen och dess utformning, likväl når inte den avsedda upplevelsen hela vägen fram till kunden. Nowadays it is evident that companies try to keep a high product- and service level. For companies to be successful, differentiation is more about feelings, design and stories. As a result of changes in consumption habits there is an increased need for meaningful experiences. More companies turn to storytelling as a way of offering the customer emotional experiences. From a business economic perspective storytelling is a tool for packaging of products and services and also a tool for communication of the same products and services. When a lot of time and resources have been used for creating a storytelling concept, it is important to ensure results of an implementation. Our wish is therefore to study storytelling with an interest starting from what actually is created in relation to the intended storytelling experience. The research questions examined through this paper are:”What characterizes storytelling and how can storytelling be used as a concept?” and ”To what extent is the intended experience created through the whole process, from creation of the storytelling concept to consumption of it?”Through a case study we examine the storytelling concept for Danilo restaurant, a new established restaurant located inside the movie center Bergakungen. Empirical data is collected through interviews with Stylt Trampoli, the company that developed the concept, CEO and personnel at restaurant Danilo and customers. Primarily, theories about narratology, storytelling, service architecture and creation of experiences in service companies are being used in this paper.The analyze shows that the intended experience of the storytelling concept for restaurant Danilo is communicated well in the beginning of the process but decreases on the way to the customer. Shortages were found primarily when establishing the concept through the personnel. A lot of customers were positive towards restaurant Danilo and its interior, nevertheless the intended storytelling concept does not reach the customer.

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Jordan, Boyasbeck Valeria Milagros. "El storytelling en la publicidad televisiva peruana: el caso de Beto y Elena de América Televisión." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655180.

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La presente investigación se desarrolla con el objetivo de analizar el uso del storytelling en la publicidad del comercial “Beto y Elena” de América Televisión. Primeramente, se identifican los elementos del storytelling como: narrativa, personajes, música, aspectos emocionales y aspectos relacionales que generan identidad en el consumidor y, como consecuencia, el éxito de la publicidad “Beto y Elena”. El estudio tiene por finalidad comprender la percepción, identificación y recordación de los televidentes frente a este comercial que forma parte de la memoria colectiva. This research is carried out with the aim of analyzing the use of storytelling in advertising for the commercial “Beto y Elena” by América Televisión. Firstly, the elements of storytelling are identified as: narratives, characters, music, emotional aspects and rational aspects that generate identity in the consumer and, as a consequence, the success of “Beto y Elena” advertising. The purpose of the study is to understand the perception, identification and recall of viewers in the face of this commercial that is part of the collective memory. Trabajo de investigación

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Olsson, Angelique, and Husham Al-Sam. "Varumärkesidentitet på sociala medier: : Hur varumärken kan driva marknadsföringskampanjer med interaktiv storytelling." Thesis, Högskolan Dalarna, Institutionen för information och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:du-37527.

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Bakgrund I samband med den teknologiska utvecklingen har begreppet interak=vitetblivit allt mer omdiskuterat, inte minst vid framställning av interak=vaberä<elser. Interak=v storytelling är e< rela=vt ny< forskningsområde somöppnat upp för e< ny< sä< a< driva marknadsföringskampanjer på.Däremot har ingen forskning påträffats gällande hur en interak=vmarknadsföringskampanj kan drivas och visualiseras på sociala medier medhjälp av omröstningsfunk=oner. Studien anses därav vara betydande förutvecklingen av e< ny< =llvägagångssä< för verksamheter a< interageramed sin målgrupp.SyJe SyJet med denna studie är a< kartlägga processen för hur företag kandriva och visualisera interak=va marknadsföringskampanjer, på socialamedier.Metod Studien lutar sig mot en design och skapande strategi där en kombina=onav olika metoder har används för insamling av relevant data. Metodernautgjordes av en kvalita=v li<eraturstudie, en visuell innehållsanalys, trewebbenkätundersökningar samt en prototypframställning. Metoderna harinsamlat data genom e< itera=vt förhållningssä<. Urvalet av den visuellainnehållsanalysen utgjordes av totalt 20 marknadsföringskampanjer medstorytelling som metod. Urvalet för webbenkätundersökningarna utgjordesav bekvämlighetsprincipen där urvalet bestod av 677 grafiska designers.Resultat Resultatet av studien visar a< det är möjligt a< skapa en interak=vkampanj med hjälp av =llgängliga omröstningsfunk=oner på socialamedier, där två =ll sex parallella handlingar möjliggörs via omröstningar.Vidare resulterade studien i en prototyp av en interak=v kampanj med tvåparallella handlingar.Slutsatser Studiens samlade resultatbild presenteras som en processkarta varsuppgiJ är a< guida företag a< visualisera och driva interak=vamarknadsföringskampanjer på sociala medier. Background With the technological development, the concept of interac=vity hasbecome increasingly debated, not only in the produc=on of interac=vestories. Interac=ve storytelling is a rela=vely new area of research, whichhas opened a new way of running a marke=ng campaign. However, noresearch has been found regarding how an interac=ve marke=ngcampaign can be run and visualized, on social media. The study istherefore, considered significant for the development of a new approachfor businesses to interact with their target audience.Purpose The purpose of this study is to map out the process for how companiescan run and visualize interac=ve marke=ng campaigns, on social media.Method The study used design and crea=ve as a strategy, where the methods usedconsisted of a qualita=ve literature study, visual content analysis, threeweb surveys and prototyping. The methods have collected data throughan itera=ve approach. The selec=on of the visual content analysisconsisted of a total of 20 marke=ng campaigns with storytelling. Thesample for the web surveys consisted of the convenience sampling, wherethe sample consisted of 677 graphic designers.Results The result of the study indicates that it’s possible to create an interac=vecampaign using available poll func=ons on social media, where two to sixparallel ac=ons are made possible through vo=ng. Furthermore, the studyresulted in a prototype of an interac=ve campaign, with two parallelac=ons.Conclusions In conclusion the study resulted in the crea=on of a process map, with thepurpose of guiding companies to visualize and run interac=ve marke=ngcampaigns, on social media.

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Nilsson, Nathalie, and Evelina Tegnborg. "Adverstories- En studie i berättande tv-reklam." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20071.

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Vi hade som avsikt att med denna uppsats undersöka vilka effekter berättande tv-reklam har på konsumenter. Mer specifikt var syftet att studera vad konsumenter kommer ihåg av tv-reklam som är uppbyggd av storytelling, men även hur de beter sig då reklamerna visas och vad som gör berättande tv-reklam intressant. Studien utgick ifrån fyra företag som använder sig av berättande tv-reklam, dessa företag agerar på den svenska marknaden och är: ICA, Din El, Norrlands Guld samt Telia.Undersökningen var av kvantitativ art, med en enkät som underlag för insamlingen av empiri. Även teorier har granskats och sammanställts för att bygga en stadig grund och har fungerat som utgångspunkt inför analys och slutsatser. I studiens resultat fann vi att det är viktigt att varumärket har en tydlig koppling till tv-reklamen. Det grundläggande syftet med reklam är att förmedla ett budskap om varumärket, skapa en positiv känsla till det för att därefter få konsumenten att välja just den varan eller tjänsten. Finns det då ingen klar koppling mellan varumärket och reklamen blir det svårt för konsumenten att ta till sig reklamen, även om den uppskattats av konsumenten skapas det ingen effekt. Studien visar även att konsumenter överlag upplever karaktärerna och historierna i respektive reklamfilm som mer intressanta än produkten i den. Detta tyder på att företag som använder sig av storytelling i tv-reklam framför allt vill förmedla sin identitet vilket gör att varan inte blir det primära. Återigen pekar detta på vikten av att vara tydlig med vem som ligger bakom reklamen så att inte varumärket glöms bort helt och exempelvis karaktärerna tar över.Storytelling är framför allt ett sätt för marknadsförare att beröra människor på ett emotionellt plan och något som ofta ger positiv effekt, vilket vi märkt i samtliga reklamer vi har studerat. Näst intill alla respondenter har svarat att de uppskattar story-inslagen mer än erbjudanden eller annan typ av information om produkterna. Om berättande reklam är mer effektiv än reklam av annan karaktär är inget vi kan uttala oss om då vår studie inte var jämförande, dock ser vi att det är ett effektfullt knep som marknadsförare kan ta till då de vill beröra en känsla hos sin målgrupp.

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Hellgren, Angelica, and Erik Jespersen. "Yogainstruktör 2.0 : En analys av marknadsföringsstrategier i ett medium." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35130.

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This paper is about our collective fascination for the social medium Instagram, and our lively discussions about why certain images may be more so-called "Liked" than others and why some individuals becomes more successfull on Instagram than others. Thanks to our own daily use of Instagram, the idea was born to study and look at how some individuals build their brand through this social medium. With social media new ways to construct and communicate images have appeared. Artists, celebrities and companies use media as a channel for communication and marketing. In our study, we focus on the use of Instagram for marketing purposes by Rachel Brathen, one of the worlds most well-known yogainstructors. We apply semiotic analyses to study the pictures uploaded to her Instagram account. Erving Goffmans (1959) theory of framing as well as theoretical perspectives on branding, social media and communications provide the theoretical framework of our study. The study shows that framing is used by Rachel Brathen in her instagram account which is visible in the way she chooses the enviroment, decor and props that are aimed to generate inspiration excitement and anticipation. We also see that Rachel use storytelling as a key component in her images. As the constantly growing amount of her followers and likes shows this strategy stimulates the audience. Vår uppsats handlar om vår gemensamma fascination för Instagram, och våra livliga diskussioner om varför vissa bilder får mer så kallade ”Likes” än andra och varför vissa individer slår igenom på sociala medier och varför vissa inte gör det. Tack vare vårt eget dagliga användande av Instagram föddes idén om att studera och att titta på vilka strategier vissa individer använder i sin marknadsföring via Instagram. Med hjälp av sociala medier har det uppkommit nya sätt att konstruera och kommunicera sin image på vilket vi också märker i vårt eget användande. Artister, kändisar och företag använder mediet i sin marknadsföring samt för att ytterligare ha en kanal att kommunicera i. För att avgränsa undersökningen tittar vi på en av världens största yogainstruktörer på Instagram, nämligen Rachel Brathen, alias Yogagirl. I vårt arbete vill vi undersöka bildmaterial från hennes instagramkonto och därifrån göra en semiotisk analys som kommer besvara vår frågeställning. Den teori vi kommer använda är både forskningslitteratur från Erving Goffman (1959) och vetenskapliga artiklar om varumärkesbyggande, sociala medier och kommunikation. Resultatet visar att en generell trend bland Rachels bilder som hon publicerar är att hon väljer inramning med omsorg, det vill säga hon väljer miljö, dekor och rekvisita som genererar inspiration, spänning och förväntan. Detta verkar stimulera publiken och locka allt fler följare. Rachel har också en grund som yogalärare och undervisar och ger sin publik kunskap via Instagram, vilket kan vara nyckeln till framgången bakom Yogagirl.

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Marcos, Maria Carlota Carvalhão Brancal. "Plano de comunicação integrada de marketing para a marca Tricots Brancal." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19853.

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Mestrado em Marketing No âmbito deste Trabalho Final de Mestrado (TFM), será desenvolvido um Plano de comunicação Integrada de Marketing. O estudo da marca, Tricots Brancal, tem por objetivo devolver à mesma a notoriedade de outros tempos, junto do seu público-alvo. A marca Tricots Brancal, conta com uma fábrica na Covilhã onde também se localiza o armazém, 23 lojas de Norte a Sul do país, bem como presença noutras lojas parceiras (Portugal e Espanha). Esta é uma marca que continua ligada a um passado áureo, sem se ajustar às novas necessidades. Para melhor entendimento do caminho a ser seguir, serão aprofundados conceitos como: Comunicação Integrada de Marketing (CIM), Marca, Storytelling e Notoriedade da marca. Os métodos de pesquisa a serem implementados serão multi-methods, onde os dados quantitativos chegarão essencialmente através de dados secundários e os qualitativos de dados primários ? entrevistas e focus group. Com a realização do plano pretende-se perceber quais as estratégias que devem tomar parte nas diferentes áreas de atuação e quais as estratégias a seguir. A intenção do plano é a de apresentar estratégias implementáveis com um orçamento limitado e que possam aumentar o reconhecimento e notoriedade da marca, mantendo os clientes existentes fidelizados e encontrar novos clientes. Within the scope of the Master Thesis final project, it will be done an integrated Marketing Communication (IMC) plan. The study of Tricots Brancal Brand has, as an objective, to bring back the visibility that the brand had years ago, alongside with its target audience. Tricots Brancal Brand has a factory in Covilhã, city in which its warehouse is located has well, 23 stores from North to South of Portugal, and has partnerships in other stores (Portugal and Spain). This is a brand that stills tied to its golden pass, with little adjustments to the new market needs. For a better understanding of the path to follow, there will be explored concepts as: Integrated Marketing Communication (IMC), Brand, Maturity, Storytelling, Brand Awareness. The research methods to implement will be multi-methods, where the quantitative will mainly be from secondary data and the qualitative methods will come from primary data such as Interviews and focus group. With the execution of this plan is pretended perceive what are the strategies that should take place in the different actuation. The intention of the plan is to present implementable strategies with a limited budget that can increase the recognition and brand awareness, keeping the existing customers loyal and find new ones. info:eu-repo/semantics/publishedVersion

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Naipaul, Zachary, and Daniel Svahn. "Natural Wine: A Developing Community : A study into norms and marketing within sweden." Thesis, Umeå universitet, Institutionen för kost- och måltidsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172701.

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Naturvin växer som ett koncept och som ett samfund, särskilt i Sverige betraktas det till en stor del som något nytt. Syftet med denna studie var att identifiera normerna som definierar samfundet och analyserar hur de människor som arbetar med naturvin varje dag marknadsför och presenterar det som en produkt för konsumtion. För att besvara dessa frågor genomfördes fyra intervjuer med människor som arbetar med naturvin dagligen. Två sommeliers på välkända restauranger i Stockholm som primärt arbetar med naturvin som dryck. Samt två importörer av naturvin som är verksamma över hela Sverige. Denna studie visar att naturligt vin har vuxit mycket under de senaste tio åren i Sverige och att ett samfund har byggts runt det. Det visade också att normer som ärlighet och öppenhet är viktiga i samhället. Storytelling verkar också vara en stor del i försäljningen av produkten och som ett sätt att introducera nya människor till naturligt vin som ett koncept. Hållbarhet är också en stor del av debatten som för närvarande äger rum kring naturligt vin. Slutligen upptäckte vi att naturligt vin kan ha det svårt i framtiden på grund av bristen på tydlig juridisk definition av produkten. Medans alla de fyra personerna som intervjuades i stort sett var överens med varandra om definitionen av naturligt vin, kan bristen på en definitiv definition skada tillväxten framöver.

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Chicaiza, Oliver, and Carl Fredrik Somp. "Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149296.

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Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of founders, stories of people in the history of a company, stories of the heritage that a particular brand carries and has carried for centuries. We have decided to focus this thesis on brand heritage. Additionally, we have includedbrand utility, brand consistency and brand credibility.The main purpose of this thesis is to examine the effects of brandheritage, brand utility, brandconsistency andbrandcredibility on the dimensions of consumer-based brand equity. In order to fulfill this purpose, brand equity is conceptualised by four fundamental dimensions;brand associations, brand awareness, brand loyalty and perceived quality (Aaker, 1991).When reviewing previous research, we discovereda research gap when it comes to storytelling in a corporate marketing context. There havebeen previous studies conducted, but none of them with a quantitative approach. Further, there has never been any research conducted with brand heritage,brand utility, brandconsistency, brand credibility, brand associations, brand awareness, brand loyalty and perceived quality in the same context. And certainly not within the framework of corporate storytelling. The main population of respondents in our study consisted of residents in Umeå Municipality with a majority being female and between 21 and 50 years of age. The respondentswere asked to answer questions measuring their perceptionsof IKEAsbrand equity, brand heritage, brand consistency and brand credibility. The questionnaire was distributed in two groups on Facebook with an aggregated amount of about 15 000 members. The total number of respondents landed on 144 people and these answers were further analysed by using Cronbach’s alpha, descriptive statistics, Pearson’s correlationand multiple regression analyses.When assessing the results in our study,we could determinefrom our regression analyses that the constructs brand heritage, brand utility and brand credibility had a positive effect on brand associations. We could also conclude that brand utility had a positive effect on brand loyalty andperceived quality. We further determined that corporate storytelling, anchored in theory, should be emphasising heritage while delivering utility to the intended audience in a credible way. As for our practical recommendations, we advise practitioners of brand management to clearly identify and state their brand heritage by searching for stories internally, conduct surveys to identify the perceived utilities being held by their consumers and finally make efforts for being credible in all promises of quality delivery.

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Falk, Moa, and Johanna Tjärnlund. "Kreativa marknadsföringskomponenter." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17847.

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Syfte: Mänskligheten strävar alltid efter att utvecklas och kreativitet är en central del i processen då världen ständigt blir mer komplex. Forskning inom området kreativitet är således en nödvändighet för ett modernt och framåtsträvande samhälle. Likaså inom marknadsföring ges kreativitet utrymme då marknaden idag är hårt konkurrensutsatt och utsatt för ett överflöd av marknadsföring. Det är därför av stor vikt att differentiera sig från mängden för att bli uppmärksammad och kreativitet är en betydelsefull del i att göra marknadsföring synlig. Syftet med studien är att söka förståelse kring vilka kreativa marknadsföringskomponenter som bidrar till uppmärksamhet samt hur de påverkar graden av uppmärksamhet. Syftet är även att minska det existerande forskningsgapet inom området.Design/metod: En empirisk undersökning av uppmärksammade reklamfilmer har gjorts för att uppnå studiens syfte och inspiration är till stor del hämtad från kulturanalys. Studien innehåller en kvalitativ analys av nio reklamfilmer där fyra marknadsföringskomponenter med koppling till kreativitet har identifierats och analyserats. De komponenter som inkluderats i studien är originalitet, humor, storytelling samt kändiseffekt och tidigare forskning och teorier inom dessa områden har legat till grund för studien.Resultat: Resultatet av studien visar att samtliga marknadsföringskomponenterna återfanns i fem av de nio reklamfilmer som analyserades. Originalitet och storytelling återfanns i de fyra resterande reklamfilmerna. Samtliga av komponenterna konstateras därför bidra till att öka uppmärksamheten kring en reklamfilm dock i olika stor utsträckning. Originalitet och storytelling är tillsynes en nödvändighet medan humor och kändiseffekten är komponenter som kan öka chanserna ytterligare för en reklamfilm att nå stor uppmärksamhet. Studien har även resulterat i slutsatsen att humor i större utsträckning återfinns bland uppmärksammade reklamfilmer. Studien bekräftar även tidigare forskning som visar att oväntade element är den form av humoristisk reklam som till största delen återfinns i dagens reklam.Framtida forskning: För framtida forskning rekommenderas det att studien utökas med analys av fler mediekanaler, observationer under längre tidsperiod samt intervjuer med respondenter som för första gången utsätts för reklamen. Det för att öka överförbarheten samt trovärdigheten och göra studiens resultat mer generellt applicerbart inom marknadsföring. Program: Civilekonomprogrammet

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Chautard, Tiphaine. "Histoire d'une "révolution culturelle" de la distribution. De l'omni-canal à l'omni-commerce, une analyse du changement et de sa mise en récit." Thesis, Lille 2, 2018. http://www.theses.fr/2018LIL2D021/document.

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L’omni-canal constitue un idéal que la plupart des distributeurs cherche à atteindre en vue de s’adapter aux nouvelles exigences du marché (i.e. évolution du comportement des consommateurs et des standards concurrentiels). Dans la lignée des recherches en marketing de la distribution, nous cherchons à comprendre comment s’opère la mutation des distributeurs multi-/cross-canal vers l’omni-canal, du point de vue organisationnel. Au-delà de l’aspect technologique (e.g. modernisation des systèmes d’information ou logistiques), nous nous interrogeons sur la dimension culturelle de la transformation de ces acteurs « historiques » (e.g. révision des modes de fonctionnement et de pensée au sein des organisations et auprès de leurs membres). Nous nous intéressons d’abord à l’émergence de l’omni-canal et soulignons le changement culturel qu’il requiert ; la culture organisationnelle permet ensuite d’appréhender ce que recouvre ce changement culturel ; enfin, dans le cadre d’une stratégie de marketing interne, le storytelling contribue à faciliter la mutation auprès des collaborateurs, premiers destinataires du changement. Nous mettons en oeuvre une étude de cas multiples pour explorer la manière dont la mise en récit du changement par les distributeurs permet de favoriser l’émergence et le déploiement d’une « culture omni-canal ». Nos résultats témoignent d’une convergence dans la manière dont le changement s’opère mais aussi dont les distributeurs le racontent au travers d’un « storytailing » commun, dessinant les prémices d’une « révolution culturelle » de la distribution. Celle-ci se traduit par une vision élargie de la notion d’omni-canal à celle « d’omni-commerce » et une volonté des distributeurs de définir leur agency Most retailers strive to reach the omni-channel ideal in order to meet new market requirements (i.e. evolution of consumer behavior and competition standards). In this study, we seek to understand how multi-/cross-channel retailers transform into omni-channel, from an organizational point of view. Beyond the technological aspect (e.g. modernization of information systems and logistics), we investigate the cultural dimension of the change in “historical” actors (e.g. overhaul of processes and ways of thinking inside organizations and among their members). First, we explore the emergence of omni-channel and outline the cultural change that it requires; then, we investigate organizational culture as a means to achieving such cultural change; finally, when formulating marketing strategy, we propose storytelling as an internal marketing approach with collaborators, who are often the first recipients of change. We conduct multiple case studies to explore the narrative of change whilst favoring the emergence and deployment of an “omni-channel culture”. Our findings show confluent results about the way retailers change and tell this story. Their narrative reveal a shared “storytailing”, shaping the premises of a “cultural revolution” in retailing. It is reflected in the proposition of a widened conception of omni-channel through “omni-commerce” and a wish for retailers to define their agency

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Danso, Faal Awa, and Sandra Larsson. "Storytelling as a marketing, leadership and communication tool. : A discussion and analysis of the need for stories in today´s organization." Thesis, Mid Sweden University, Department of Social Sciences, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-9492.

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Lehmann, Henrik. "Vad kommer hända Bambi? En visuell analys om förväntningar i reklamfilmen Bambi." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22819.

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Uppsatsen syftar till att undersöka hur företag använder sig av narrativ och form i reklamfilmer för att forma en publiks förväntningar och marknadsföra en produkt, med hjälp av frågeställningen “På vilka sätt kan förväntningar för en viss publik skapas genom narrativ och form samt förkunskap och genre i reklamfilmen Bambi (2001), och hur använder sig Sony detta för att sälja en produkt?”. Materialet, en film som gör reklam för spelkonsolen Playstation 2, analyseras genom en visuell analys, kombinerat med en film- samt narrativ analys. Undersökningen resulterade i konstaterandet att filmskaparna har, med hjälp av narrativ, filmtekniska metoder som bild och ljud, samt tidigare erfarenheter av reklamfilmer, försökt forma en viss publiks förväntningar i syftet att sälja en spelkonsol. The purpose of this thesis is to analyze how companies are using narrative and form in commercials in order to shape an audience's expectations and market a product, with the thesis question “In which ways can expectations for a certain audience be created through narrative and form as well as prior knowledge and genre in commercial Bambi (2001), and how is Sony using this to sell a product?”. The material, a film to market gaming console Playstation 2, is being analyzed through a visual analysis, combined with a film- and narrative analysis. The thesis resulted in the finding that the creators have, with the help of narrative, film technical methods such as picture and sound, as well as prior knowledge of commercials, tried to form a specific audience’s expectations with the purpose of selling a gaming console.

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Gwatiringa, Tsitsi. "An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7533.

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Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.

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Green, Salmonson Ebba, and Rasha Karma. "Alumni Branding : En kvalitativ studie om alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86198.

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Syftet med denna studie är att identifiera alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter. Vidare ämnar studien tydliggöra alumners delaktighet i ett universitets varumärkesuppbyggnad. Studiens syfte är även att bidra med ett antal rekommendationer till svenska universitet för hur de på ett gynnsamt sätt kan använda alumner som ett marknadsföringsverktyg till presumtiva studenter. Denna studie baseras på en kvalitativ forskningsmetod med utgångspunkt i en induktiv forskningsansats, utifrån ett organisationsperspektiv. Den empiriska insamlingen består av elva semistrukturerade intervjuer med respondenter från fem olika svenska universitet. Resultatet av studien pekar på att alumner kan vara ett resultatinriktat och resurseffektivt marknadsföringsverktyg då ett universitet vill kunna rekrytera fler presumtiva studenter. Studien har även påvisat att alumner både medför möjligheter och utmaningar gällande universitetets varumärke, då det krävs tydliga interna strategier för att alumner på ett gynnsamt sätt ska kunna agera i enlighet med universitetets varumärkesuppbyggnad. Purpose: The purpose of this study is to identify the importance of alumni for a university's marketing towards prospective students. Furthermore, the study intends to clarify the participation of alumni in a university's branding. The aim of the study is also to contribute with a number of recommendations to Swedish universities for how they can use alumni as a marketing tool for suspected students. Research Questions: - How can a university use alumni within its marketing to recruit more students? - What opportunities and challenges do alumni bring to a university’s brand? Method: This study is based on a qualitative research method with mainly an inductive approach, from a managerial point of view. The empirical data is based on eleven semi structured interviews with respondents from five different universities in Sweden. Conclusion: The result of this study indicates that alumni can be a result-oriented and resourceefficient marketing tool when a university wants to recruit more prospective students. The study has also shown that alumni both provide opportunities and challenges regarding the university's brand, since clear internal strategies are required for alumni to act in a favorable manner in accordance with the university's branding.

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Nilsson, Eleonor, Nina Brogård, and Nermina Gabela. "Japan möter Mumindalen : en kvalitativ fallstudie av varumärket Monki samt användandet av modebloggen som ett marknadskommunikationsverktyg." Thesis, Jönköping University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1225.

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Vi har gjort en fallstudie på modeföretaget Monki, en ny aktör på den svenska modemarknaden. Fallstudien är gjord utifrån ett PR-perspektiv, där vi har tittat på vilka marknadskommunikationsstrategier Monki använt sig av. Detta har skett genom ett sändarperspektiv. Vi har frågat oss om det är samt har varit möjligt för Monki att bygga upp ett framgångsrikt företag utan att använda sig av traditionell reklam. Genom att även granska kanalperspektivet i vårt fall modebloggar har vi byggt upp en förståelse för ovan nämnda fenomen. Utifrån vår förförståelse anser vi att utvecklingen av den icketraditionella marknadskommunikationen är en del av framtiden och vi frågar oss om det är så att Monki är en del av detta?Utifrån en hermeneutisk ansats har vi förklarat och ökat förståelsen för hur sändare och kanal agerar i Monkis kommunikationsprocess. Detta har vi gjort genom att använda oss av metoden kvalitativa samtalsintervjuer. Vi har valt att intervjua en central person på vårt fallföretag men även dess PR-konsult, samt ett antal utvalda modebloggare som med en regelbundenhet har uppmärksammat Monki på dess modebloggar. Vi har även valt att använda oss av en induktiv slutledning för att kunna generera nya teorier och hypoteser angående vårt problemområde.Vi har dragit slutsatsen att den traditionella marknadskommunikationen möjligen är omodern. Speciellt då för ett företag som Monki som enligt oss har ett annorlunda koncept. Det har även visat sig att modebloggare har haft en roll i Monkis etablering på modemarknaden. Vår empiriska undersökning med modebloggarna har genererat till nya idéer och hypoteser angående dess makt som opinionsbildare. Our case study was based on the new fashion company Monki and their use of non-traditional marketing communication. We studied their communications strategies through a PR-perspective based on two parts of the communication process; the information source and the transmitter. The main purpose of our study was to increase the understanding for non-traditional marketing communications. We were also interested to see which role fashion blogs have in Monkis marketing communication as the transmitter.The method that we used in this study was qualitative interviews; the goal was to increase the understanding of our chosen perspectives from a hermeneutical approach. The use of an inductive conclusion gave us the opportunity to generate new theories and hypotheses.The empirical part led us to the conclusions that the use of traditional marketing communication in Monkis case is outdated. We came to the conclusion that Monki has succeeded to build a relationship with their consumers by using a different concept. To succeed as a new established fashion brand an advantage can be to create a story that involves the consumer in the fairytale of fashion and new fashion trends. The study of fashion blogs also generated to new ideas and hypotheses about their power as an opinion former.

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Wiandt, Lotta, and Pernilla Bredberg. "Säger en bild mer än tusen ord? : -En turismvetenskaplig studie om maktfördelning genom nya marknadsföringskanaler." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-85656.

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I denna studie har kommunala destination management organization (DMOs) kring Vänern studerats och specifikt hur de implementerar sociala medier i deras marknadsföring. Vi har haft som syfte att studera hur användandet av sociala medier som marknadsföringskanal kan medföra en maktförflyttning och i förlängningen påverka en plats varumärke. Vi har även varit intresserade av att studera hur samskapande av budskap på sociala medier kan bidra till en maktfördelning för att öka platsens synlighet och konkurrenskraft. Studien tar upp begrepp som user generated content (UGC), hashtags och storytelling vilka är verktyg kopplade till maktförflyttningen av marknadsföringen av en plats.Studiens grundar sig i en kvalitativ enkät utförd med respondenter från kommunala turistorganisationer samt visuell observation av respondenternas sociala medier. Datainsamlingen har genererat information om hur kommunerna arbetar med sociala medier som marknadsföringskanal samt hur de använder tillgängliga verktyg på sociala plattformar. Vi har i vår analys tagit hjälp av ett modell som bygger på fyra begrepp kopplat till sociala medier som vi valt att anpassa till vår studie efter vår teoretiska ramverk. Bland annat skapar modellen ett ramverk för DMOs som en hjälp att stärka sitt varumärke. Ramverket består av Varumärke, Rörlighet, Samskapande samt Storytelling och bidrar med kunskap om hur kommuner kan använda det innehåll som användarna av sociala medier skapar och delar med sig av. Resultatet av vår studie visar att kommunerna har kontrollen över sitt varumärke, det har alltså inte skett en maktförflyttning i den bemärkelsen att besökaren har makten över varumärket. Däremot ser vi att samskapande och maktfördelning av kommunens varumärke kan öka konkurrenskraften och är ett underutnyttjat verktyg. Studien visar även att kommunerna är aktiva på sociala medier men vi upplever skillnader i engagemanget och i hur de samskapar med besökaren. In this study destination management organizations (DMO) surrounding Lake Vänern have been studied and specifically how they incorporate social media in their marketing.The aim of the study was to study how the use of social media as a marketing tool can lead to a transfer of power and in prolongation affect a place brand. We have also had an interest in studying how co-creation of messages on social media can lead to a distribution of power to increase a “place” competitiveness and visibility. The study concerns concepts such as user generated content (UGC), hashtags and storytelling which are tools connected to distribution of power and marketing of a “place”.The study is based on a qualitative survey study performed by respondents from destination management organizations within the destinations surrounding Vänern and also a visual observation of the study's respondents' social media. Our collected data has generated knowledge on how destinations are working with social media as a marketing tool and also how they use the accessible tools that social media offer. Our analysis is inspired by a model that is based on four concepts connected to social media that we have chosen to adapt to our theoretical framework. Among other things the model creates a framework for DMO as a help to strengthen their place brand. The framework consists of brand image, mobility, co-creation and storytelling and contributes with knowledge of how destinations can use the content that the users of social media creates and shares. The study shows that the respondent destinations are in control of their brand, there has not been a transfer of power in the meaning that the visitors are in control of the brand image. However, co-creation and distribution of power of the destination brand to strengthen a place's competitiveness is an underutilized tool. The study also shows that respondent destinations are active on social media, however we experience differences in how they co-create with visitors and their commitment in engaging with visitors.

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Vala, Carolina do Nascimento. "Marketing de conteúdo digital, perceções de conteúdo e formas de comunicar no Instagram : efeito na intenção de compra do consumidor." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20863.

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Mestrado em Marketing Num mundo mais digital, é importante as empresas analisarem e anteciparem os seus consumidores, que são cada vez mais digitais e utilizadores de sites de redes sociais. Portanto, esta investigação pretende compreender o impacto do marketing de conteúdo digital na comunicação, perceções de conteúdo, perceção de congruência com a imagem de marca própria e intenções de compra dos consumidores, através do Instagram. Assim, as empresas poderão desenvolver estratégias de conteúdos digitais ponderadamente e ir ao encontro daquilo que os públicos-alvo pretendem. Este estudo questiona se as narrativas, o boca a boca eletrónico, as perceções dos conteúdos e a forma de os comunicar, no Instagram, influenciam a intenção de compra. A presente investigação segue uma abordagem dedutiva, de natureza exploratória e explanatória. Este estudo de métodos mistos usa uma amostra não probabilística por conveniência. Primeiramente, recolheram-se os dados através da realização de quatro entrevistas semiestruturadas; numa segunda fase, recolheram-se dados através de um inquérito online, cross-sectional, obtendo-se 400 respostas finais completas e válidas, com o software IBM SPSS Statistics. Os resultados indicam que, Storytelling, Eletronic word of mouth (E-WOM), Perceções do Conteúdo (perceção de valor funcional, perceção de valor hedónico) e perceção de congruência com a imagem de marca própria afetam positivamente a intenção de compra. A idade tem um efeito moderador na relação entre E-WOM e intenção de compra. Este tema é pertinente, pois o efeito destas variáveis tem de ser mais conhecido, principalmente num ano pandémico que aumentou o uso dos sites de redes sociais e de estratégias digitais. In a more digital world, it is important for companies to analyze and anticipate their consumers, who are increasingly digital and users of social networking sites. Therefore, this investigation intends to understand the impact of digital content marketing on communication, on consumers' perceptions of content and purchase intentions, through the Instagram, enabling companies to develop digital content thoughtfully and meet what the target audiences want. This study questions if storytelling, electronic word of mouth, the perceptions of content, congruence with the brand image perception and the way of communicating on Instagram influence the purchase intention. The present investigation follows a deductive approach, of an exploratory and explanatory nature. This study of mixed methods uses a non-probabilistic sample for convenience. First, data was collected through the performance of four classifieds; in a second phase, data was collected through an online inquiry, transversal investigation, obtaining 400 complete and valid final answers, with statistical treatment and analysis using the IBM SPSS Statistics software. The main results indicate that Storytelling, Eletronic Word of Mouth (E-WOM), Content Perceptions (functional value perception, hedonic value perception) and congruence with the brand image perception positively affect the purchase intention. Age has a moderating effect on the relationship between E-WOM and purchase intention. This topic is relevant, as the effect of these communication variables used in the context of Instagram, needs to be better known, especially in a pandemic year that increased the use of social networking sites and appropriate digital strategies. info:eu-repo/semantics/publishedVersion

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Tsai, Chin-Yen, and 蔡金燕. "The power of Storytelling Marketing." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/56475959764332605808.

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碩士 實踐大學 企業創新與創業管理研究所 97 Either Chinese ancient history of “Pan Gu” created the world or Western history of Adam and Eve created by the God, Stories beginning surround and fill full our lives. Storytelling is most useful tools to touch someone’s mind and souls, but also provides infinite business opportunities. Even there are many marketing techniques, storytelling has become “fashionable” in recent years. However, there is lean academic research in this field. In order to build a successful storytelling model, not only to take into consideration of stories scenarios itself but also important for selection the correct transfer mediums. As we know that on the marketing planning STP & 4P’s are all important strategies factors for effect the marketing and sales. This research is based on the above theories and integrated with this study to propose “PSTC (Product's Story Telling to Customer) Storytelling Marketing Strategy Model”. In this research is consider to utilize four major structure frames to build up the model, such as Stories scenarios, Transfer mediums, Products/service characteristics and Target customers. Wishes to indicate the industries to put it limited resources on the right and key position. This research is according to the expert questionnaire by AHP (Analytic Hierarchy Process) research methodology to discover the KSF (Key Successful Factory) of storytelling marketing, and develop a “Storytelling Marketing Model” accordingly, which makes a “Suitable Product” present to “Suitable Customers” at the “Suitable timing” by utilize or design in a story which meets current “Society Culture Values”. Besides, the storytelling design should consider about the consumers behavior and the real needs of the consumer’s mind. In order to enhance the strength and potential momentum of storytelling, this research also explores several nonlinear considerations to make up the completeness of Storytelling Marketing Strategy simultaneously.

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Lin, Pei-Rong, and 林佩蓉. "Storytelling Marketing in Blog: A Customer Equity Perspective." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/f39j7g.

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碩士 國立東華大學 企業管理學系 96 Blog formats and Blog tools create an interpersonal communication platform which exchange experiences and interact with others easily. Blogs are built on the base of storytelling marketing. Main users of blogs are between 20 and 24 years old. The investigative samples of this study are students who come from the ranking of top 20 and inverse 20 universities. Furthermore, this study also investigates two university categories. The university classifications could differentiate between “doctorate and master granting universities” and “baccalaureate colleges” in Taiwan. This study probed into the value of blogs (technology value, content value, and social value) and its influences on customer equity (value equity, brand equity, and relationship equity) through storytelling marketing. The questionnaires were sent to 2,000 university students. 917 questionnaires with a valid response rate of 42.85 %, of which 628 (73.3 %) had used blogs. According to the users, 64.6 % users are woman, 44.6 % users are collages of business students, 47.1 % users read blog information from friends, and 38.7 % users read blogs several times a day. The study indicates that: (1) the value of blogs will contribute to storytelling marketing; (2) the customer equity will be enhanced significantly via storytelling marketing; (3) the value of blogs enabled customer equity improvably; (4) the inverse 20 students of “doctorate and master granting universities” are higher than the top 20 students of “baccalaureate colleges” who pay much attention to the value of blogs and storytelling marketing viewpoint. This study indicates that the value of blogs enabled customer equity improvably via storytelling marketing. Due to the most students focuses on activities of peer groups mainly, the value of blogs is the most important factor to influence the customer equity, and the next important factor is storytelling marketing. Accordingly, the blog managers should think about its target customers and consider the robust combination for the value of blogs, storytelling marketing, and customer equity. The robust combination will bring a great benefit to customer relationship management.

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艾凱蒂. "The Relationships between Narrative Thinking, Storytelling Marketing and Branding." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/zw93ma.

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碩士 輔仁大學 國際創業與經營管理學程碩士在職專班 106 The purpose of this thesis is to clearly demonstrate why storytelling is a necessary approach for brands aiming to deeply connect with their audience. The academic research in the field of marketing has overlooked the importance of storytelling marketing until more recent years. It is because of researchers like Woodside, Beach, Fournier and other authors featured in this thesis that storytelling marketing has gotten the recognition it deserves. The primary goal of this writing is to first, explain how storytelling affects the psyche. Showing that, because the human brain stores knowledge in the form of stories, then so should companies market their product or services via stories. Next, the goal is to show the structure of a good story mainly using Freytag's Pyramid. This shows how a story should develop, peak, and then conclude in a clear way. Then, this writing reviews different consumer-brand relationships and what companies should aim for rather than stumbling into. Lastly, taking a look at prime examples of storytelling marketing in the world today like GoPro and Nike and how they have chosen to market themselves. This thesis is limited in the fact that more empirical research should be done by a writer or team with more resources and time. However, the overall message is that companies should not overlook the importance and value of storytelling marketing as they decide on a marketing strategy.

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Chao, Kuang-cheng, and 趙光正. "Research of the Dissemination Effect of Storytelling Marketing on Facebook." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/40069391279717029446.

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碩士 國立臺灣科技大學 企業管理系 100 With the development of Internet, from email to chat rooms, from blog to social media, people now get access to information via multichannel. Among all this, Facebook is one of the main streams with more than 8 billion users. People engage with Facebook immediate and interactive. Business starts viewing Facebook as an important communicative platform with customers since people share and search for information on it. By leveraging Facebook’s power, enterprise will be able to build brand awareness and enlarge the effectiveness of storytelling marketing. However, past research mostly dig on how to evaluate the quality of storytelling, how it influences customers’ attitude towards brand and how bloggers shift consumers’ behavior by storytelling marketing. There is less research been done related to Facebook storytelling marketing. Is the past measurement of a good story still suitable for use on Facebook ? How a story become wildly spread on Facebook ? We will focus our research on these topics. First, we use the past definition of a good story, summed up by three dimensions, authentic, structural and psychological. Second, we use a 2 × 2 × 2 experimental design method putting three dimensions to high / low authentic, high / low structural, and high / low psychological. Then, we design eight situations and measure the sharing behavior on Facebook. Data were collected through online questionnaires which distributed to Facebook communities. Finally, we analyze independent sample t test, single factor analysis of variance and multiple comparison methods by using SPSS18.0. Despite previous studies demonstrate that the three dimensions are important factors for a good story on Facebook, our research showed that psychological composition is the most influential factor on sharing intention. Therefore, for a story to become widely spread on Facebook, the most essential part is psychological composition. In addition, this study also found that the type of stories that people like to share on Facebook are inspirational, jokes, and spiritual growth classes. As a result, this study provides a new reference framework of the follow-up scholars from an academic standpoint. In practice, it provides a reference direction of the implementation of storytelling marketing on Facebook for business standpoint.

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Dissertations / Theses on the topic 'Marketing storytelling'

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