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Brand storytelling in social networks – tell your storyline

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  • Pace, Stefano

Abstract

The term storytelling generates more than 40 million hits in a Google query. It is just one clue of the huge diffusion of the storytelling concept in many areas. Marketing is one of those domains where the notion of storytelling has been applied. However, the success of a concept brings also the confusion of the true conceptual core of that concept and its use as a generic catchword, rather than a well-rounded thinking tool. The basic question is: What is a story? And this question is followed by the interrogation: How a brand can tell that good story in the current marketing context? The answer to the first question revolves around the notion of authenticity. The answer to the second question is that consumers are the final bearer of authenticity. Brands should build their own narrative around the consumers' storytelling.

Suggested Citation

  • Pace, Stefano, 2016. "Brand storytelling in social networks – tell your storyline," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(1), pages 46-52.
    • Handle: RePEc:zbw:hsgmrs:275835
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    References listed on IDEAS

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    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Michael B. Beverland & Francis J. Farrelly, 2010. "The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 838-856, February.
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