Assessing the effect of organic-food short storytelling on consumer response

This study explores the influence of organic food storytelling on consumer response. A random sampling method was used to select organic food retail stores and markets, and then collected 578 valid samples by a quota sampling method. Four storytelling types, including individual story, environmental story, price story, and food therapy story, were based on interview results. Based on partial least squares results, organic food storytelling indeed led consumers to prefer natural food, with food therapy storytelling being the most important factor that influenced their preference for natural food. This was followed by environmental story, price story, with the individual story being the last one. Except for the individual story type, the other three story types established more positive consumer attitudes toward organic food. The preference for natural food increased consumers’ purchase intention, followed by attitude toward organic food, and finally by individual story.     

Storytelling is not just for marketing: Cultivating a storytelling culture throughout the organization

When managers consider storytelling part of their organizational strategy, it is generally considered a marketer’s task. However, we argue that intentionally building a storytelling culture across domains and functions can provide value to all parts of the organization. Even so, storytelling can often feel like a formidable undertaking, exclusive to firms with ample in-house resources or finely tuned existing brand stories. This is not the case, and in this article we offer examples and concrete advice for companies of all sizes and resource levels to embed storytelling throughout the organization. Likewise, we build a case for developing organizational culture and capacity to harness the power of storytelling not only for marketing strategy, but also for overall organizational functionality. We provide examples of potential storytelling applications, a review of storytelling benefits, and step-by-step guidance on how to manage and embed storytelling.     

Five naming strategies to help tell your organization’s story

Are you involved in a new venture but just can’t find the right name? Are you part of an organization that has outgrown its name, perhaps because of geographic/product expansion or societal changes? Or worse, does your organization need to shed its name owing to scandal or unfortunate family association? While many entrepreneurs and managers understand intuitively that names are imbued with meaning and that this meaning helps convey a company’s identity and tell its story, they may not know what makes a great name. Even though choosing a name marks a universal rite of passage for an organization and a key strategic decision, there is surprisingly little practical, accessible, and consolidated guidance available to those in search of the “perfect” name. So, how can organizations improve their chances of crafting an outstanding name? We extract research-driven insights from a variety of disciplines to describe, examine, and evaluate five principal naming strategies. As such, we explore the effectiveness of organization names that are affiliated with the organization’s signature product/service, family, or geography, as well as those adopting humor or pursuing novelty via portmanteaus. We also offer recommendations for maximizing the cognitive fluency and emotional resonance of potential names.     

A story to sell: The influence of storytelling on consumers' purchasing behavior

Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in marketing, this research examines how the marketing literature has addressed the influence of storytelling on consumers' purchasing behavior. The findings aid in understanding how the topic has been discussed from a marketing perspective in consumer behavior studies. Through a systematic literature review using a bibliometric analysis, we demonstrate that the marketing literature features four strands about the uses of storytelling to influence consumers' purchasing behavior. First, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior.