Guidelines for Marketing Communication Storytelling of Social Enterprise
Keywords:
Marketing Communication, Storytelling, Social Enterprise, SustainabilityAbstract
The objectives of this research are 1) to study the storytelling strategy of social enterprise. 2) To study marketing communication storytelling strategy affecting the sustainability of social enterprise, and 3) to study a storytelling guideline for social business marketing communications towards sustainability. This study used mix method. The quantitative research approach by collecting data from 400 samples. The qualitative research approach by in-depth interview from 12 key informants.
The results of this research found that
1) the storytelling strategy of social enterprise as a whole, was at a high level. Considering in each aspect by sorting by mean from descending as follows, brand benefit storytelling, followed by brand attribute storytelling, and brand feature storytelling, respectively.
2) The storytelling marketing consisted of brand attribute, brand context, and brand symbolic meaning influencing the sustainability of social enterprise at a statistically significant level of 0.01.
3) Storytelling marketing communication that affects the sustainability of social businesses has guidelines: 1. Tell stories from the truth and not affect other people. 2. Storytelling must raise the image and reputation of the organization. 3. Storytelling must create a plan to drive the strategy continuously. 4. Storytelling must set objectives. and clear objectives5. Storytelling must be sincere and warm.
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