Essays about: "storytelling as a communication and marketing tool"

Showing result 1 - 5 of 9 essays containing the words storytelling as a communication and marketing tool.

1. 1. Cost transparency & storytelling : How fashion companies disclose cost transparency information and use it as a storytelling tool

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Freja Lina Nyman; [2020]
   Keywords : Sustainable marketing; transparency; cost transparency; cost structure; storytelling.;

   Abstract : 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. READ MORE

3. 2. Prosumer Generated Stories

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Sofia Borgström; Antonia Crafoord; [2018]
   Keywords : Strategic communication; brand credibility; storytelling; prosumer generated stories; social media; digital marketing; marketing communication; Social Sciences;

   Abstract : Social media usage is undeniably popular, which has escalated the amount of content existing online, resulting in a state of content overload. The overload of content has made it harder for organisations to reach out with their message, and it is therefore more important than ever to prioritize efforts to develop trustworthy relationships with consumers, and thereby aspire brand credibility. READ MORE

4. 3. Video Storytelling Advertisement : A quantitative study about the effect consumers’ attitude towards the brand

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Oskar Bloom; Pontus Liljenberg; [2018]
   Keywords : Advertisements; Attitudes; Storytelling; Branding; Humorous; Dramatic;

   Abstract : Background: In order for marketers, brands and companies to be successful in the advertising environment the stress for well developed content and messages is a necessity. To have a competitive advantage it is all about the attention a advertisements gain by the audience and the public eye. READ MORE

5. 4. Consumer ratings-reviews and its impact on consumer purchasing behavior

   University essay from KTH/Skolan för datavetenskap och kommunikation (CSC)

   Author : Ayesha Ahsan; [2017]
   Keywords : Consumer; Reviews and Ratings; Storytelling; Consumer Purchasing Behavior; Product Sales; Online Shops; Ecommerce; Consumer Trust; Kundrecensioner; kundernas köpbeteende; Storytelling; Digital Marknadsföring;

   Abstract : Storytelling is one of the most creative, powerful and effective tools of modern marketing strategies and communication. Due to the expansion of social media, storytelling has become a popular marketing and sales tool that may affect consumer behavior. READ MORE

6. 5. The stories charities tell : An explorative study on the role of stories in charities' internal branding

   University essay from Företagsekonomiska institutionen

   Author : Hanna Niklasson; Hanna Tholander; [2013]
   Keywords : Storytelling; Internal branding; Core values; Organizational culture; Internal communication; Swedish charity sector;

   Abstract : Charities struggle with scarce marketing and branding resources, as do many non-profits, but nevertheless they need to communicate a trustworthy external brand. A strong internal brand is suggested to enhance the external brand and storytelling is addressed as an established tool for internal branding. READ MORE