Storytelling Marketing Communication Affecting to Social Enterprise Sustainability

Abstract

The objectives of this research are 1) to study marketing communication storytelling of social
enterprise. 2) to study marketing communication storytelling affecting the sustainability of social enter-
prise, and 3) to study a storytelling guideline for social enterprise marketing communication 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.
1. The results of this research found that 1. the marketing communication storytelling of social
enterprise as a whole, and all aspect 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 communication 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 continuous plan using 12
formats. 4) Storytelling must set objectives and clear objectives, and 5) Storytelling must be sincere and warm.