Storytelling and Narrative Marketing in the Era of Social Media

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Author(s): Sonia Ferrari (University of Calabria, Italy)
Copyright: 2016
Pages: 15
Source title: Experimental Multimedia Systems for Interactivity and Strategic Innovation
Source Author(s)/Editor(s): Ioannis Deliyannis (Ionian University, Greece), Petros Kostagiolas (Ionian University, Greece)and Christina Banou (Ionian University, Greece)
DOI: 10.4018/978-1-4666-8659-5.ch001

Keywords: Information Science Reference / Media & Communications / Multimedia Technology

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Abstract

This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.

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Storytelling and Narrative Marketing in the Era of Social Media

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