Exploring How Video Digital Storytelling Builds Relationship Experiences

Abstract

The purpose of the paper is to explore how digital storytelling enables a consumer relationship experience in online peer-to-peer communities. Within the value cocreation framework, digital storytelling is interpreted as an encounter communication practice where consumers adopt the role of storytellers and story receivers. This study adopts a qualitative multimethod approach to investigate the meanings contained in video stories and the linkage to relationship experience. A case study based on the Airbnb's soc…