نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرمآباد، ایران
2 دانشجوی دکتری مدیریت منابع انسانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان ، خرم آباد، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The present research was designed and executed as a mixed-methods study with the aim of recognizing and understanding the phenomenon of digital storytelling, analyzing its influencing factors, and its consequences.
Methodology: This research is applied in terms of objective, and a survey-exploratory study in terms of data collection method, based on a deductive-inductive research philosophy. The study follows a mixed-methods approach, encompassing qualitative and quantitative components.The statistical population included experts, comprising senior marketing managers and university professors. Twenty individuals were selected using purposive sampling based on the principle of theoretical saturation. The selection was based on the need for deep theoretical and practical knowledge of digital storytelling. Data collection tools included interviews in the qualitative phase and a paired comparison questionnaire in the quantitative phase. The validity and reliability of the tools were confirmed using content validity and internal consistency/inter-coder reliability for the interviews, and content validity and test-retest reliability for the questionnaires.Due to the exploratory mixed-methods approach, the qualitative phase was executed first. Data from the 20 expert interviews were analyzed using Maxqda software, content analysis, and coding methods. In the subsequent quantitative section, the same sample was measured via the paired comparison questionnaire. The resulting data were analyzed using the six-step method of the Fuzzy Cognitive Map (FCM). FCM is an analytical tool used to identify the most important constituent dimensions of a concept by evaluating centrality indices and examining the causal relationships between variables.
Research Findings: Data analysis was performed using content analysis and coding in the qualitative section and the Fuzzy Cognitive Map (FCM) method in the quantitative section. The qualitative findings identified the influencing factors and consequences, while the quantitative section focused on prioritizing them.
Conclusion: The research results include both quantitative and qualitative components, identifying various factors influencing and consequences of the digital storytelling phenomenon.In the qualitative section, the identified influencing factors on digital storytelling are:A strong central idea or message,Precise knowledge of the target audience,Basic technical skills,Visual and media literacy,Clear goal setting,Access to a suitable platform,Resource allocation,A content strategy and plan,Availability of multimedia content,Interactivity or the possibility of audience participation,The identified consequences of digital storytelling are:Increased audience interaction and engagement,Increased brand or topic awareness,Strengthening audience loyalty,Emotional impact and greater message retention,Easy shareability and organic growth,SEO improvement and website traffic,Community building around the story,Increased conversion rate,Data collection and better audience understanding through interaction analysis,Creation of a digital asset with lasting value,Based on the calculations among the 20 identified factors, content strategy and plan was identified as the most important influencing factor on digital storytelling, and strengthening audience loyalty as the most important consequence.
Digital storytelling has become a strategic necessity for individuals, brands, and organizations in the current era. It merges the archetype of human connection with the unique capabilities of technology to ensure messages are not just transmitted, but resonate deeply with the audience. Success is the result of a complete and dynamic cycle that connects ‘antecedents’ to ‘consequents’ within a complex, intertwined ecosystem. This journey begins with the human foundations: a strong idea and deep audience understanding. This core must then be reinforced with technical and media literacy and a defined strategy, where platform selection, resource allocation, and content planning bridge the idea to effective execution. The interactive and multimedia nature of digital space transforms the story into a two-way dialogue.In fact, successful digital storytelling is an art based on science. The art is the ability to connect emotionally and humanly, and the science involves data analysis, understanding algorithms, and strategic planning. The culmination of this process is when stories not only engage audiences, but also turn them into members of a loyal community. This community is not just a consumer of content, but also a brand advocate and evangelist. Therefore, digital storytelling is not just a marketing tactic; it is a long-term investment in building social capital, credibility, and a lasting digital asset. In today’s fast-paced world, those who can tell authentic, compelling, and human stories will ultimately win the competition.
کلیدواژهها [English]
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