Storytelling for Business Blogging: Position and Navigation
Truly successful bloggers, navigating the public to know them, often use their blogs as a way to better communicate with customers. Integrating with marketing tools, storytelling can be regarded as one of the most effective ways that businesses can follow to gain competitive edge. Even though the literature on marketing contains much discussion of traditional vehicles, the issue of business blogs applying storytelling has, as yet, received little attention. In the exploration stage, this paper identifies four storytelling disciplines and then presents a road map to business blogging. This paper also provides a two-path framework for blog storytelling and initiates an issue for further study.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1329743Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1399
 S. J. Andriole, "Business impact of Web 2.0 technologies," Communications of the ACM, vol. 53, pp. 67-79, Dec. 2010.
 H. S. Du and C. Wagner, "Weblog success: Exploring the role of technology," International Journal of Human-Computer Studies, vol. 64, pp. 789-798, Sep. 2006.
 C. L. Hsu and J. C. C. Lin, "Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation," Information & Management, vol. 45, pp. 65-74, Jan. 2008.
 J. Cheng, "How macromedia used blogs to build its developers' communities: A case study," Performance Improvement Quarterly, vol. 21, pp. 43-58, Oct. 2008.
 K. Wertime and I. Fenwick, Digimarketing: The essential guide to new media & digital marketing. Hoboken, NJ: John Wiley and Sons, 2008.
 R. Scoble and S. Israel, Naked conversations: How blogs are changing the way businesses talk with customers. Hoboken, NJ: Wiley, 2006.
 J. Wright, Blog marketing: The revolutionary new way to increase sales, build your brand, and get exceptional results. New York: McGraw-Hill, 2005.
 S. Lee, T. Hwang and H. H., Lee, "Corporate blogging strategies of the Fortune 500 companies," Management Decision, vol. 44, pp. 316-334, 2006.
 J. Hwang, Y. Lee and S. Kim, "Modeling Weblog success: Case of Korea," Journal of Universal Computer Science, vol. 15, pp. 1589-1606, Apr. 2009.
 K. C. Laudon and J. P. Laudon, Management information systems: Managing the digital firm. Singapore: Pearson Prentice Hall, 2010.
 C. Li and J. Bernoff, Groundswell: Winning in a world transformed by social technologies. Boston, Massachusetts: Harvard Business Press, 2008.
 D. Sifry, The state of the live Web, April 2007. Retrieved Nov. 5, 2007 from http://www.sifry.com/alerts/archives/000493.html, 2005.
 C. Heath and D. Heath, "The curse of knowledge," Harvard Business Review, vol. 84, pp. 20-22, Dec. 2006.
 S. L. Beckman and M. Barry, "Design and innovation through storytelling," International Journal of Innovation Science, vol. 1, pp. 151-160, Dec. 2009.
 A. G. Woodside, S. Sood and K. E. Miller, "When consumers and brands talk: Storytelling theory and research in psychology and marketing," Psychology and Marketing, vol. 25, pp. 97-145, Feb. 2008.
 J. Pulizzi and N. Barrett, Get content get customers: Turn prospects into buyers with content marketing. New York, NY: McGraw-Hill, 2009.
 D. Goleman, Ecological intelligence: How knowing the hidden impacts of what we buy can change everything. New York: Crown Business, 2010.
 C. Fievet and E. Turrettini, Blog story. Paris: Eyrolles, 2004.
 H. Hewitt, Blog: Understanding the information reformation that's changing your world. Nashville, TN: Thomas Nelson, 2005.
 D. M. Scott, The new rules of marketing and PR: How to use news releases, blogs, podcasting, viral marketing, and online media to reach buyers directly. Hoboken, N.J: John Wiley and Sons, Inc, 2007.
 R. Biloslavo and A. Trnavcevic, "Web sites as tools of communication of a "green" company," Management Decision, vol. 47, pp. 1158-1173, 2009.
 A. Bogusky and J. Winsor, Baked In: Creating products and businesses that market themselves. Chicago, IL B2 Books, 2009.
 D. Balter and J. Butman, Grapevine: The new art of word-of-mouth marketing. Burlington, MA: Reed Elsevier, 2005.
 S. Godin, All marketers are liars: Telling authentic stories in a low-trust world. New York: Portfolio Hardcover, 2005.
 R. McKee, "Storytelling that moves people," Harvard Business Review, vol. 81, pp. 51-55, Jun. 2003.
 J. E. Escalas, "Narrative processing: Building consumer connections to brands," Journal of Consumer Psychology, vol. 14, pp. 168-180, 2004.
 R. T. Barker and K. Gower, "Strategic application of storytelling in organizations: Toward effective communication in a diverse world," Journal of Business Communication, vol. 47, pp. 295-312, Jul. 2010.
 D. M. Boje, Storytelling organizations. London: SAGE, 2008.
 S. Denning, Squirrel Inc: A fable of leadership through storytelling. San Francisco, CA: Jossey-Bass, 2004.
 S. Morris and J. B. Oldroyd, "To boost knowledge transfer, tell me a story," Harvard Business Review, vol. 87, pp. 23-23, May 2009.
 J. Grant, The green marketing manifesto. Chichester, UK: John Wiley and Sons, 2007.
 C. Fieseler, M. Fleck and M. Meckel, "Corporate social responsibility in the blogosphere," Journal of Business Ethics, vol. 91, pp. 599-614, Feb. 2010.
 P. Kotler and G. Armstrong, Principles of Marketing, Upper Saddle River, NJ: Prentice Hall, 2009.
 P. Kotler, H. Kartajaya and I. Setiawan, Marketing 3.0: From products to customers to the human spirit. Chichester, UK: John Wiley and Sons Inc, 2010.
 T. L. Keiningham, T. G. Vavra, L. Aksoy and H. Wallard, Loyalty myths: Hyped strategies that will put you out of business- and proven tactics that really work. Hoboken, NJ: Wiley and Sons.
 S. A. Taylor, G. L. Hunter, D. L. Lindberg, "Understanding (customer-based) brand equity in financial services," The Journal of Services Marketing, vol. 21, pp. 241-252, Apr. 2007.
 J. Makower, Strategies for the green economy: Opportunities and challenges in the new world of business. New York, NY: McGraw-Hill, 2009.
 R. T. Rust, K. N. Lemon, and D. Narayandas, Customer equity management, Upper Saddle River, NJ: Person Education, 2005.
 A. Simmons, The story factor: Inspiration, influence and persuasion through the art of storytelling. Jackson, TN: Perseus Books Group, 2001.
 M. Loebbert, Story management: Der narrative ansatz fur management und beratung. Stuttgart: Klett-Cotta, 2003.
 R. Maxwell and R. Dickman, The elements of persuasion: Use storytelling to pitch better, sell faster and win more business. New York: Harper Collins, 2007.
 K. Fog, C. Budtz, and B. Yakaboylu, Storytelling: Branding in practice. Berlin: Springer, 2005.
 R. Bhargave, Personality not included: Why companies lose their authenticity-and how great brands get it back. New York, NY: McGraw-Hill, 2008.
 M. J. Epstein, Making sustainability work: Best practices in managing and measuring corporate social, environmental, and economic impacts. Sheffield, UK: Greenleaf, 2008.
 K. Krippendorff, Content analysis: An introduction to its methodology. Beverly Hills, CA: Sage Publications, 2004.
 V. J. Duriau, R. K. Reger, and M. D. Pfarrer, "A content analysis of the content analysis literature in organization studies: Research themes, data sources, and methodological refinements," Organizational Research Methods, vol. 10, pp. 5-34, Jan.2007.