This research focuses on the strategic use of storytelling as mediated by creative agencies to engage the customers. Although storytelling and the overall use of narratives have been researched in relation to the marketing and PR field before, there is a visible gap in understanding how are those practices used strategically by the agencies when they work for and represent brands or other organizations. Moreover, this study aims to understand what are the implications these narrative practices have on engaging the audiences. Some previous studies explore the link between customer behaviour and deliberate use of compelling narratives; however, this study adds to the existing research by translating practical steps done by agency practitioners into a more structured theory. Customer engagement can happen on an emotional, cognitive, and behavioural level, and the goal of this research is to map out the elements and strategic, multifaceted uses of stories that contribute to and further establish those dimensions of engagement. In this sense, this study has been led by the main research question: How are creative agencies using storytelling as a strategic communication practice to engage their client’s customers? The data was obtained by conducting 11 in-depth, semi-structured interviews both online and in-person, with professionals working in marketing, PR, and similar communication-based agencies. The questions were designed to inquire about the strategic and engagement practices and narratives used by the agency whilst working on campaigns or projects for their clients. The collected data were further processed by using thematic analysis with 3 stages of coding that helped to re-organize and structure the information into further categories and overarching themes. This analysis led to the conceptualization of 4 main themes and 15 subthemes which all describe the use of narratives strategically. The data shows that storytelling is highly embedded in planning and strategizing exhibited by the agencies and they use it namely to provide content optimization, communicate the value proposition, help brands establish their position in the industry, and reinforce relevance both for and customers. In this sense, the findings explored that storytelling can serve various purposes its application highly depends on the inner practices of the agency, the personal approach of the practitioners, the nature of a brand and the goals that were raised at the beginning of the client-agency cooperation. Nevertheless, this research provides an in-depth understanding of created narratives in strategic plans, campaigns, and projects prepared for the clients and their effect on three different dimensions of customer engagement.

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Dr Mijke Slot
hdl.handle.net/2105/65075
Media & Creative Industries
Erasmus School of History, Culture and Communication

Viktória Vargová. (2022, June 27). The persuasive power of narratives: Qualitative research into creative agencies and their use of storytelling for customer engagement. Media & Creative Industries. Retrieved from http://hdl.handle.net/2105/65075