TY  - BOOK
AU  - Linda Sylvie ISHIMWE 
TI  - IMPACT OF BUSINESS STORYTELING STRATEGY ON CORPORATE BRANDING AND STAKEHOLDERS’ ENGAGEMENT. Case Study: MTN, Nyarutarama Branch
KW  - Undergraduate, SNHU, BACO, Digital Repository
N2  - Corporate storytelling is a strategy that is effective to put brands on the map but not so known used
by many organizations in Rwanda. Through storytelling branding strategies, a brand can share its
beliefs through creative narratives that inspire emotions and pave way for a personal connection
with the customers, or stakeholders in general. Corporate storytelling strategies amplify
communication, help to increase engagement through well narrated stories that help customer
connect with the product and service. Using storytelling branding strategies may also contribute
to increasing customers loyalty, differentiating a brand from its competition, and brand positioning.
The main intent of this research was to investigate the impact of storytelling strategy on corporate
branding and stakeholder engagement. The hypothesis to be tested is that the use of storytelling
branding strategy by corporate businesses increases stakeholder engagement and retainment. To
test that hypothesis and know more about the topic there was use of case study research design
which is mostly used in on scenarios are not commonly known by the public or on the internet.
That provides the opportunity to be able to explore a topic in depth and find out all the necessary
details. The design allowed the researcher to gather both qualitative and quantitative information
about the topic. To make sure that all involved groups of research respondents were present there
was use of stratified sampling technique that gathered a sample size of 88 individuals including
employees and management, shareholders, and customers that responded to interviews, filled
questionnaires, and participated in focus groups.
According to the results of the research, using corporate storytelling strategies alone is not enough
to maintain customer loyalty, and increase stakeholder engagement. Though 55% of the employees
claimed that storytelling strategies help increase engagement, only 4 % of them believe in the high
possibility that it may also contribute to customer’s loyalty. However, storytelling strategies where
proven to have the ability to create a connection between customers and a brand through relatable
storytelling strategy content shared with them that develop a good relationship with them.
Therefore, the identified problem is poor quality of some products and services that do not meet
the stories shared with the audience, hence they end up not becoming loyal customers to the brand.
The best solution suggested is maintaining the provision of good quality products and services to
back up the storytelling strategies used by an organization
UR  - https://drive.google.com/open?id=1xgl6h0R2L-lY5V9NyM1qX8Q8KoBvO9uS
ER  -