The strength of digital narratives : Expolring value creation and customer influence

Abstract: Social media has become one of the main platforms for telling stories, not only for individualsbut also for corporations of all sizes. The published content on these platforms can be assimple as a picture or lines of text as long as they captures the attentions of other users theywill qualify as a digital story or narrative. This opens up for effortless interaction betweencustomers and corporation, but also for value creation alongside the two parties. Otherresearchers has contributed with different takes of how this value creation can be conductedand defined. Our contribution aims to closer examine how consumer interaction and valuecreation can strengthen digital narratives. We will not aim to standardise how a digital storyshould be told, but provide guidelines for designing narratives that include the public as astory contributor by seeing if there is a correlation between the choice of social mediaplatforms used and the type of stories the organizations narrate.