Storytelling marketing strategy through social media channel : comparative verification of B2B and B2C
Arai, Shurei (2024)
Pro gradu -tutkielma
2024
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2024052940788
https://urn.fi/URN:NBN:fi-fe2024052940788
Tiivistelmä
This goal of this master thesis is to understand the importance of brand story and its storytelling marketing on social media platform. As well as how it is differently implied to actual marketing strategy in both B2B and B2C companies to build the relationship with customers.
The theoretical part of the thesis describes the important concepts: brand, brand story, storytelling, storytelling marketing, social media marketing from academic literatures, scientific articles and website. For the data collection, structured interview was conducted to people from both B2B and B2C companies. Qualitative research method was taken to find the similarities and differences in each companies’ marketing strategies. In discussion and conclusion, the findings from interviews are reflected from the literature.
The results shows that both B2B and B2C companies use social media as a storytelling marketing platform. However, different social media is chosen. The component of story is different as well as different outcomes companies receive from their storytelling marketing.
The theoretical part of the thesis describes the important concepts: brand, brand story, storytelling, storytelling marketing, social media marketing from academic literatures, scientific articles and website. For the data collection, structured interview was conducted to people from both B2B and B2C companies. Qualitative research method was taken to find the similarities and differences in each companies’ marketing strategies. In discussion and conclusion, the findings from interviews are reflected from the literature.
The results shows that both B2B and B2C companies use social media as a storytelling marketing platform. However, different social media is chosen. The component of story is different as well as different outcomes companies receive from their storytelling marketing.