Digital Storytelling vs. Oral Storytelling: An Analysis of the Art of Telling Stories Now and Then

Choo, Yee Bee; Abdullah, Tina; Nawi, Abdullah Mohd

doi:10.13189/ujer.2020.081907

Cited by 37 publications

(27 citation statements)

References 9 publications

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“…She learned a lot from her collective experiences in order to constantly improve and develop her English ability to be better than before. Oral storytelling is an effective teaching and learning tool because it engages students' mental imagery and imagination in the story (Choo, Y. B et al, 2020).…”

Section: Resultsmentioning

confidence: 99%

A phenomenological investigation of an English storyteller

2021

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This research aimed to figure out what a storyteller's phenomenology was like. The method was phenomenological, and data was collected through interviews, questionnaires, documents, and data triangulation. According to the findings of this study, a storyteller can improve English language skills in four different areas. According to the findings of this study, students can improve their English language skills by telling stories. Several recommendations were made based on the previous conclusions. First, the researcher suggests that all of this research be continued by other researchers, particularly in digital storytelling with stories containing local content to help students understand and learn about Indonesian culture while also improving their ability to speak English. Second, the researcher hopes that the findings of this study will inspire students to learn more about storytelling.

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Section: Resultsmentioning

confidence: 99%

A phenomenological investigation of an English storyteller

2021

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“…Prior studies explained how a visual interaction could result in higher audience engagement. Additionally, digital storytelling can increase audience engagement [30].…”

Section: Audience Engagement and Storytelling Contentmentioning

confidence: 99%

Influencer Marketing on Instagram: A Sequential Mediation Model of Storytelling Content and Audience Engagement via Relatability and Trust

et al. 2022

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Storytelling content is where the facts are conveyed by emotion and that make people more engaged and want to take action or change their surroundings. Stories fascinate people and can easily be remembered compared to the facts alone. The much-hyped feature “stories” of Instagram, a trendy social media platform, has become a game-changer for influencer marketing. The present study extends reactance theory in the context of Instagram’s millennial users. Previous researchers have tested the effectiveness of the stories feature of this particular social media platform. Therefore, in line with the earlier studies, we propose a sequential mediation model that investigates the effect of storytelling content (made by Instagram Influencers) on audience engagement using two sequential mediation mechanisms of relatability and trust. Data were obtained using a cross-sectional study design from 273 millennial users of Instagram. Our results justify the direct and indirect hypothesized relationship through Process Macros. We found that relatability and trust play a significant role in building a strong relationship between storytelling content and audience engagement. Ultimately, the research findings suggest that professionals should be more creative while making the content on Instagram to engage the millennial market. Moreover, this research has tried to fill the gap in the literature on Instagram “stories” as an advertising platform.

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“…The digital platform had emerged as an important platform in shaping consumers' brand choices (Ahuja & Loura, 2018). Digital storytelling is a process to tell the conventional tradition of storytelling using digital technology such as graphics, audio, texts, videos, and animations (Chatterjee et al, 2019;Rahiem, 2021;Choo et al, 2020). Telling their side of the story through the digital platform has become a trend among brands in digital advertising (MacFarlane, 2021).…”

Section: Introductionmentioning

confidence: 99%

Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand

Shahrin

Wahid

Isa

2022

EJBMR

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Covid-19 pandemic had changed the dynamic of brand building landscape and social enterprise requires a new way to build their brand. This study contributes to the advent of digital brand storytelling in marketing and brand building. Digital brand storytelling originated from conventional storytelling methods, that combine all interactive elements such as text, audio, and images to communicate with the consumers. Storytelling has been an effective medium of human communication- to convey messages. What makes storytelling is so effective that storytelling engenders emotional response, enhancing the brand's image and creating sustainable consumer engagement. The big bang of the internet provides companies a new avenue to tell consumers the story of their brand. For a company that usually lacks branding such as a social enterprise, knowledge remains scarce about the overwhelming impact of digital storytelling in marketing. This study looks at the elements of signature stories and the role it plays in revolutionizing the whole content of digital marketing strategy. The result of this study will shed solutions to branding building strategy through brand storytelling of social enterprise in Malaysia.

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Digital Storytelling vs. Oral Storytelling: An Analysis of the Art of Telling Stories Now and Then

Cited by 37 publications

References 9 publications

A phenomenological investigation of an English storyteller

A phenomenological investigation of an English storyteller

Influencer Marketing on Instagram: A Sequential Mediation Model of Storytelling Content and Audience Engagement via Relatability and Trust

Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand

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