IMPACT OF BUSINESS STORYTELING STRATEGY ON CORPORATE BRANDING AND STAKEHOLDERS’ ENGAGEMENT. Case Study: MTN, Nyarutarama Branch. (Record no. 441)
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| fixed length control field | 03230nam a22001577a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251023103113.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 251023b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | Kepler College |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Linda Sylvie ISHIMWE |
| 245 ## - TITLE STATEMENT | |
| Title | IMPACT OF BUSINESS STORYTELING STRATEGY ON CORPORATE BRANDING AND STAKEHOLDERS’ ENGAGEMENT. Case Study: MTN, Nyarutarama Branch. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Corporate storytelling is a strategy that is effective to put brands on the map but not so known used<br/>by many organizations in Rwanda. Through storytelling branding strategies, a brand can share its<br/>beliefs through creative narratives that inspire emotions and pave way for a personal connection<br/>with the customers, or stakeholders in general. Corporate storytelling strategies amplify<br/>communication, help to increase engagement through well narrated stories that help customer<br/>connect with the product and service. Using storytelling branding strategies may also contribute<br/>to increasing customers loyalty, differentiating a brand from its competition, and brand positioning.<br/>The main intent of this research was to investigate the impact of storytelling strategy on corporate<br/>branding and stakeholder engagement. The hypothesis to be tested is that the use of storytelling<br/>branding strategy by corporate businesses increases stakeholder engagement and retainment. To<br/>test that hypothesis and know more about the topic there was use of case study research design<br/>which is mostly used in on scenarios are not commonly known by the public or on the internet.<br/>That provides the opportunity to be able to explore a topic in depth and find out all the necessary<br/>details. The design allowed the researcher to gather both qualitative and quantitative information<br/>about the topic. To make sure that all involved groups of research respondents were present there<br/>was use of stratified sampling technique that gathered a sample size of 88 individuals including<br/>employees and management, shareholders, and customers that responded to interviews, filled<br/>questionnaires, and participated in focus groups.<br/>According to the results of the research, using corporate storytelling strategies alone is not enough<br/>to maintain customer loyalty, and increase stakeholder engagement. Though 55% of the employees<br/>claimed that storytelling strategies help increase engagement, only 4 % of them believe in the high<br/>possibility that it may also contribute to customer’s loyalty. However, storytelling strategies where<br/>proven to have the ability to create a connection between customers and a brand through relatable<br/>storytelling strategy content shared with them that develop a good relationship with them.<br/>Therefore, the identified problem is poor quality of some products and services that do not meet<br/>the stories shared with the audience, hence they end up not becoming loyal customers to the brand.<br/>The best solution suggested is maintaining the provision of good quality products and services to<br/>back up the storytelling strategies used by an organization. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Undergraduate, SNHU, BACO, Digital Repository |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://drive.google.com/open?id=1xgl6h0R2L-lY5V9NyM1qX8Q8KoBvO9uS">https://drive.google.com/open?id=1xgl6h0R2L-lY5V9NyM1qX8Q8KoBvO9uS</a> |
| Link text | Click here |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Computer Files |
| Suppress in OPAC | No |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total checkouts | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Not for loan | Kepler College | Kepler College | 10/23/2025 | 10/23/2025 | 10/23/2025 | Computer Files |