KOREASCHOLAR

This paper aims to explain how storytelling becomes interlinked with social media and the conceptual consequences this development implies. In recent years the interest in storytelling has increased within the marketing discipline. Parallel to this development, the traditional media landscape has been subjected to change as a result of digitization and particularly the expansion of social media. Even though the social nature of these media and its associated electronic word of mouth seem to be well aligned with storytelling, extant literature exhibits few attempts to review the storytelling concept in relation to social media. Based on such a review, the contribution of this paper is condensed into six theoretical propositions that point out how storytelling is expected to become increasingly common and dynamic in social media. Therefore, storytelling is suggested to represent a managerial challenge with regard to professional organizations’ marketing approaches but simultaneously allow for increased customer intimacy for those actors who develop successful ways of attracting the interest and engagement of social media users.

• Christofer Laurell(Stockholm University, Sweden)
• Sten Söderman(Stockholm University, Sweden)