Storytelling in business—How to increase customer engagement

Storytelling, as a marketing innovation, is the market communication tool that allows present the facts in a coherent and attractive way so as to stand out from the competition and more effectively influence the consumer’s imagination and engagement. It can be concluded that the history of storytelling itself dates back to the beginnings of mankind, when humans started to transfer knowledge from generation to generation. The chapter indicates that storytelling evokes emotions in customers, and these in turn affect commitment and action. The most important and primary elements of storytelling include superior message, conflict, characters (the archetypes) and plot. Each good story can be based on a few important points, which are well described by the concept proposed by American writer Joseph Campbell. In addition, the chapter also presents examples of sources of inspiration for storytelling. Among them, it is worth mentioning, for example: history of the company’s founder or president, the beginnings of the company, employees’ stories or milestones (successes or failures). The last part presents two case studies of the use of storytelling by enterprises. These are examples from the Polish market regarding the use of storytelling in employee recruitment and customer engagement.

Is “Letting the Truth Get in the Way of a Good Story” Enough? Journalists’ Perception on Fake News

While numerous scholars have studied the role media has in the fake news phenomenon, journalists’ perception on disinformation has been insufficiently approached, and only from a US and West-European point of view. Based on interviews with eight traditional media and new media professionals, this study seeks to add to the understanding of the way journalists from an East-European country see fake news in an environment influenced by time pressure and external immixture in the media. The findings show that even though all interviewed journalists place great value on fact-checking, they happened to publish information that later was demonstrated to not be trustworthy. While journalists perceive disinformation in a deeply negative manner, many of the things that add to the spread of fake news cannot be controlled by journalists as a part.

Storytelling as an imperative to build morals, ethics, character, and a capacity for kindness in Children

Storytelling is touted as an extremely effective medium of communication and selling one’s viewpoint to others. There is a surfeit of resources advocating and teaching storytelling techniques and tools to help sell products and services, attract investors, build organizational brands, cultivate social correctness, build intercultural understanding, run an advertising campaign and express entrepreneurial frames. The predicament of communicating the truth in organizations is frequently between truth-speak and ‘telling a good story or ‘spinning a clever yarn’. Selling ideas, marketing products, obtaining buy-ins from investors can entail ‘stretching the truth’. Recognizing the axiology of this disturbing malaise on one hand and exploring the positive influence that emotional learning through stories can have on the moral, ethical, and character development needs of children, this paper sees an imperative to posit storytelling as a dominant, pedagogic tools to build morals, ethics, character, and capacity for kindness in children.

“Say Their Names”

Katherine Bischoping and Amber Gazso (2016) use the notion of a “good story” to evaluate how successfully the storyteller conveys their message to the reader. The goal of this observational reflection paper is to explore whether the same criteria of good storytelling (i.e., good reportability, good liveability, good coherence, and good fidelity) can be used to evaluate the effectiveness of narratives told by prisoner rights protestors. I draw on my firsthand experience of a protest outside the Central East Correctional Facility in Lindsay, Ontario to develop my evaluation and conclude that the stories I observed can be analyzed using this criterion.

Story Generation Using Knowledge Graph under Psychological States

Story generation, aiming to generate a story that people could understand easily, captures increasing researchers’ attention in recent years. However, a good story usually requires interesting and emotional plots. Previous works only consider a specific or binary emotion like positive or negative. In our work, we propose a Knowledge-Aware Generation framework under Controllable CondItions (K-GuCCI). The model assigns a change line of psychological states to story characters, which makes the story develop following the setting. Besides, we incorporate the knowledge graph into the model to facilitate the coherence of the story. Moreover, we investigate a metric AGPS to evaluate the accuracy of generated stories’ psychological states. Experiments exhibit that the proposed model improves over standard benchmarks, while also generating stories reliable and valid.

Strong Shot, a Student Centred Designed Videogame for Learning English Vocabulary

Most of current vocabulary games are simplistic and do not meet student’s game preferences. Students are considered digital natives since they have grown up among technology. Thus, they have other preferences that past generations did not have. Consequently, a student centred video game may be a suitable methodology for learning English while meeting those preferences and needs. This paper presents a student centred designed video game as a strategy for learning and rehearsing English vocabulary and shows the process of development based on the active participation of a group of secondary students. Furthermore, a game experience evaluation conducted involving a second group of secondary students is presented. The evaluation confirmed that besides a good story, video game aesthetics also play a crucial role to motivate and engage students. The evaluation also showed that new strategies to present game story should be considered, since intended audience has a very limited English knowledge.

How to tell an economic story

Nonetheless, economics is an attractive field, and it is also fundamentally human. Therefore, one of the greatest contributions of Kinh tế Việt Nam: Thăng trầm và đột phá (2009) is how the book focuses on the fundamentals: a good story, with strong support from statistics, economic foundations, and sensibility.