Digital Storytelling and Employer Branding. An Exploratory Connection

Crișan, Camelia; Borţun, Dumitru

doi:10.25019/mdke/5.2.06

Cited by 8 publications

(7 citation statements)

References 19 publications

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“…DST has been employed across academic channels and in other pedagogical practises, professional movements and projects that enrich digital democracy. Crișan and Borțun (2017) posit that DST is a method for increasing understanding across generations, ethnicities and other divides. DST can be short or long, but what sets it apart is its ability to combine numerous components of storytelling, such as still imagery, text and audio-visual content.…”

Section: Digital Storytellingmentioning

confidence: 99%

“…Crișan and Borțun (2017) posit that DST is a method for increasing understanding across generations, ethnicities and other divides. DST can be short or long, but what sets it apart is its ability to combine numerous components of storytelling, such as still imagery, text and audio-visual content.…”

Section: Literature Reviewmentioning

confidence: 99%

“…As significant as datafication is becoming, the creation of engaging content remains imperative (Jiwa, 2018;Rosado-Pinto and Loureiro, 2020). One particular approach used to create more engaging content is digital storytelling (DST) (Hartley and McWilliam, 2009;Crișan and Borțun, 2017). Within a pedagogical context, DST offers learners value-added experiences (Lambert, 2009;Lotherington, 2011).…”

Section: Introductionmentioning

confidence: 99%

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Investigating digital storytelling for the creation of positively engaging digital content

Nicoli¹,

Henriksen²,

Komodromos³

et al. 2021

EMJB

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PurposeThis study explores how digital storytelling (DST) approaches can be used for social media campaigns to create more engaging digital content. The ability to better engage with networked publics offers benefits to entities of different scale and scope, since in doing so they establish stronger relationships with their consumers and publics.Design/methodology/approachA digital discourse analysis combined with a five-layer coded film analysis is applied to a DST video, viewed on Facebook.FindingsFour overarching and overlapping approaches are identified. These are emotional appeal based on clear human ideals, equality and simplicity of characters, simplicity and universal representations.Research limitations/implicationsSimilar studies are required across varying targeted digital stories of different length and subject matter to distinguish effectiveness.Practical implicationsDespite advanced technological capacity for audience segmentation, social media campaigns often include unengaging content. DST offers universal characteristics that can be used by entities to engage with their consumers and publics.Social implicationsDST has been used to create learning and pedagogical environments and more participative democracies. Yet its use to strategically engage with networked publics is empirically lacking. The findings of the study can facilitate more effective digital content strategies for entities of all purposes to pursue.Originality/valueFew studies have sought to deconstruct effective short form DST for strategic purposes. This study applies a methodological approach best suited for analysing digital content. The findings provide insights into how strategists and social media managers can create more engaging digital content.

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Section: Digital Storytellingmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Investigating digital storytelling for the creation of positively engaging digital content

Nicoli¹,

Henriksen²,

Komodromos³

et al. 2021

EMJB

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“…Strong brands are much more than a product or a service; they are a unique set of companies' promises and customers' perceptions. Organizations must focus on brand reputation and legitimacy of the purpose served by them (Crisan and Bortjun, 2017). India is land of many brilliant minds, who contribute their innovations to create value for many multinational organizations including the above-mentioned global information technology (IT) brands (Lingareddy, 2015).…”

Section: Introductionmentioning

confidence: 99%

Qualitative study of challenges and strategies of Indian IT organizations toward global branding

Ray

Sharma

2019

BIJ

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Purpose There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing literature due to lack of benchmarking framework, and IT organizations are yet to make progress in benchmarking. The purpose of this paper is to examine the impact of brand strength on global branding by developing a conceptual benchmarking framework for Indian IT organizations. Design/methodology/approach Semi-structured in-depth interviews are conducted with thirty middle-level managers from two Indian IT organizations, two US-based global IT organizations and one UK-based leading bank, which is a customer of these IT organizations. Findings Results show a positive relationship between brand strength and global branding, between customer loyalty and global branding, between brand loyalty and competitive advantage and between global branding and competitive advantage. Indian IT organizations can benchmark global IT organizations to improve delivering brand promise, positioning, awareness building and authenticity toward making Indian IT organizations future ready to address the entire breadth of opportunities in the evolving world of cloud and digital. Practical implications This research helps managers with a brand strength-based benchmarking framework toward global branding of Indian IT organizations. Social implications IT is instrumental for rapid growth of Indian’s economy. India should optimally utilize its greatest wealth, its human potential, with the latent global demand in IT through building global IT brands. Originality/value The originality of the study lies in conducting a qualitative study on global branding of Indian IT organizations and also proposing a conceptual benchmarking framework. The study further validates the model using qualitative analysis.

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“…Strong brands are much more than a product or service, are a unique set of companies' promises and customers' perceptions, interactions and experiences, which affect long-term relationships. Large corporations must focus on brand reputation and the legitimacy of the purpose they serve (Crisan and Bortjun, 2017). And brand managers must track the impact of increased brand interactions and experiences across consumers, cultures and countries on customers' brand perceptions, especially those that relate to brand identity and personality, since consumers may not necessarily notice brand personality as intended (Malär et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

The meaning of a brand? An archetypal approach

Xara-Brasil

Hamza

Feldman

2018

REGE

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Purpose-The purpose of this paper is to analyze customers' perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach-The authors measured consumers' perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts. Findings-Empirical evidence shows that there is proximity between the literature review and the associationswords and sentencesthat consumers from different countries make with those brands. This consistency of results is significantly higher for word associations. Originality/value-Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

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Digital Storytelling and Employer Branding. An Exploratory Connection

Abstract: Abstract. Our paper aims at explaining what is digital storytelling and its

Cited by 8 publications

References 19 publications

Investigating digital storytelling for the creation of positively engaging digital content

Investigating digital storytelling for the creation of positively engaging digital content

Qualitative study of challenges and strategies of Indian IT organizations toward global branding

The meaning of a brand? An archetypal approach

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