O digital storytelling como técnica de marketing

: os casos Repetto, Carel e Josefinas

Abstract

This research work aims at understanding the ways in which digital storytelling can be a valuable asset for brands. Our theoretical analysis focuses on the fields of storytelling, branding, content marketing and digital storytelling in order to build up scientific grounds on which to sustain the empirical analysis of the Repetto, Carel and Josefinas brands. By focusing the scientific research on the interpretative field, we will attempt to understand how can storytelling be connected to human communication and how it can act in a digital advertisement context. Qualitative text analysis is the chosen approach for the case study analysis and it will attempt to show whether brands use digital storytelling as a content marketing technique. A comparative analysis of all three brands is also performed, in order to investigate whether any of them resorts to storytelling more often.

Date of Award	25 Sept 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)