Interactive communication between storytelling and social network

Journal title MERCATI E COMPETITIVITÀ
Author/s Tiziana Russo Spena, Maria Colurcio, Monia Melia
Publishing Year 2013 Issue 2013/1 Language Italian
Pages 21 P. 97-117 File size 534 KB
DOI 10.3280/MC2013-001007
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The paper analyses the role of virtual storytelling as a tool for the brand interactive communication in the web environment. The study focuses on three Italian empirical evidences that are interesting experiences of digital storytelling. The study argues that campaigns of digital storytelling benefit from multiple and interactive relationship with the customer. These features affect all the elements of the story - message, means, cast and communication skills - and foster its effectiveness to involve, entertain and active the audience.

Keywords: Storytelling, digital storytelling, brand communication, web 2.0.

  1. Allan J., Fairtlough G. and Heinesen B. (2002). The power of the tale-using narratives for organisational success. UK: Wiley
  2. Bagozzi R.P. and Dohlakia U.M. (2006). Antecedents and purchase consequences of consumer participation in smallgroup brand communities. International Journal of Research in Marketing, 23, 45-61. DOI: 10.1016/j.ijresmar.2006.01.005
  3. Boje D.M. (2001). Narrative Methods for Organizational & Communication Research. London: Sage
  4. Boyce M.E. (1996). Organizational story and storytelling: a critical review. Journal of Organizational Change Management, 9, 5: 5-26. DOI: 10.1108/09534819610128760
  5. Bran R. (2010). Message in a bottle. Telling stories in a digital world. Procedia Social and Behavioral Sciences, 2, 1790-1793. DOI: 10.1016/j.sbspro.2010.03.986
  6. Brown J.S., Groh K., Prusak L. and Denning S. (2005). Storytelling in organizations. Why storytelling is transforming 21st century organizations and management. US: Elsevier Butterworth Heinemann
  7. Collesei U., Casarin F. and Vescovi T. (2001). Internet e i cambiamenti nei comportamenti di acquisto del consumatore. Micro & Macro marketing, 1, 33-50
  8. Cova B., Giordano A. and Pallera M. (2008). Marketing non convenzionale. Milano: Il sole 24 ore
  9. Czarniawska B. (2000). Narrare l’organizzazione. La costruzione dell’identità istituzionale. Milano: Edizioni di comunità.
  10. De Felice L. (2010). Marketing conversazionale. Dialogare con i clienti attraverso i social media e il Real-Time Web di Twitter, FriendFeed e Facebook. Milano: Il sole 24 ore.
  11. Denning S. (2006). Effective storytelling: strategic business narrative techniques. Strategy & leadership, 34, 1: 42-48. DOI: 10.1108/10878570610637885
  12. Dubois A. and Gadde L.E. (2002). Systematic Combining – An abductive approach to case research. Journal of Business Research, 55, 553-560. DOI: 10.1016/S0148-2963(00)00195-8
  13. Fog K., Budtz C. and Yakaboylu B. (2005). Storytelling. Branding in Practise. Berlin Heidelberg: Springer
  14. Fontana A. (2009). Manuale di storytelling. Raccontare con efficacia prodotti, marchi e identità. Milano: Etas
  15. Gabriel Y. (2000). Storytelling in organizations: facts, fictions, and fantasies. UK: Oxford University Press. DOI: 10.1093/acprof:oso/9780198290957.001.0001
  16. Giacomazzi F. and Calzolari M.C. (2008). Impresa 4.0. Milano: Pearson education
  17. Goldsmith E. and Horowitz D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6, 2: 1-16.
  18. Herskovitz S. and Crystal M. (2010). The essential brand persona: storytelling and branding. Journal of business strategy, 31, 3: 21-28. DOI: 10.1108/02756661011036673
  19. James C.H. and Minnis W.C. (2004). Organizational Storytelling: It make sense. Business Horizons, 47. DOI: 10.1016/S0007-6813(04)00045-X
  20. Lambert J. (2006). Digital storytelling cookbook. Berkeley: Digital Diner Press
  21. Lundkvist A. and Yakhlef A. (2004). Customer Involvement in New Service Development: A Conversational Approach. Managing Service Quality, 14, 2/3: 249-257. . DOI: 10.1108/09604520410528662
  22. Malita L. and Martin C. (2010). Digital storytelling as web passport to success in the 21th century, Procedia Social and Behavioral Sciences, 2, 3060-3064. DOI: 10.1016/j.sbspro.2010.03.465
  23. McAlexander, J.H., Schouten J. and Koenig H. (2002). Building Brand Community. Journal of Marketing, 66, 38-54. DOI: 10.1509/jmkg.66.1.38.18451
  24. Morgan S. and Dennehy R.F. (1997). The power of organizational storytelling: a management development perspective. Journal of Management Development, 16, 7: 494-501. DOI: 10.1108/02621719710169585
  25. Papadatos C. (2006). The art of storytelling: how loyalty marketers can build emotional connections to their brands. Journal of Consumer Marketing 23, 7: 382–384. DOI: 10.1108/07363760610712902
  26. Qualizza G. (2009). Lo storytelling nella comunicazione d’impresa. Tigor, 2, 4-17.
  27. Rasmussen L.B. (2005). The narrative aspect of scenario building – How story telling may give people a memory of the future. London: Springer-Verlag
  28. Rheingold H. (2002). Smart Mobs The Next Social Revolution. Cambridge: PerseusPublishing.
  29. Shaw G., Brown R. and Bromiley P. (1998). Strategic stories: how 3M is rewriting business planning. Harvard Business Rewiew, 76, 3:3-8.
  30. Snowden D.J. (2001). Simple but not Simplistic: the Art and Science of Story. Strategic Communication Management, 4: 1-7.
  31. Vescovi T. (2007). Il marketing e la rete. Milano: Il sole 24 ore
  32. Yin R.K. (2002). Case Study Research, Design and Methods. Newbury Park: Sage Publications.

  • Il family brand nella comunicazione online. Un focus sul settore vino Carmen Gallucci, Rosalia Santulli, in MERCATI E COMPETITIVITÀ 4/2013 pp.127
    DOI: 10.3280/MC2013-004007
  • Fashion Branding and Communication Maria Colurcio, Monia Melia, pp.41 (ISBN:978-1-137-52342-6)

Tiziana Russo Spena, Maria Colurcio, Monia Melia, Storytelling e web communication in "MERCATI E COMPETITIVITÀ" 1/2013, pp 97-117, DOI: 10.3280/MC2013-001007