O storytelling como elemento de humanização da comunicação digital da marca

Abstract

In this dissertation, through the presentation of a case study, a reflection is made on the role of storytelling as a humanizing element of the brand's digital communication, analyzing how consumers perceive it and how an eventual emotional connection with it is generated. In this sense, the following research question was defined: “How does the use of storytelling, in digital communication, activate consumers’ emotional connection to a brand?” The study discusses concepts related to human interaction in the digital world, including technology, social networks, virtual identities, and virtual relationships with brands. The relationship between storytelling and brand communication was also addressed, including the structure of the narrative, concepts and models, and its humanizing role. And finally, the effects and contribution of storytelling on brand perception, empathy and emotional connection to the consumer were presented. To answer the research question formulated, the empirical context of Bordallo Pinheiro, an iconic brand in the earthenware sector in Portugal, was selected. Descriptive and with a cross-sectional time horizon, in this study, a mono-method data collection was chosen, using a survey strategy by semi-structured interviews with different brand stakeholders, namely employees, resellers and consumers. The results suggest that communicating effectively using storytelling is a constant challenge, which requires talent, training, inspiration, and high sensitivity. It is by focusing on people, letting them take the leading role in the stories, consumers become more deeply involved with a brand that they want to be humanised, with which they can easily identify, and want to establish or strengthen emotional bonds.

Date of Award	16 Jan 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)