Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil

• Autor(a) principal: Henrique de Paiva Costa, João
• Data de Publicação: 2022
• Outros Autores: Andrade-Matos, Mariana Bueno de, Matos, Beatriz Gondim
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7009
• topic: Redes sociales; Storytelling; Bean to bar; Marketing; Chocolate; Social media; Storytelling; Bean to bar; Marketing; Chocolate; Redes sociais na internet; Storytelling; Bean to bar; Marketing; Chocolate

The present work sought to identify how Brazilian brands of Bean to Bar chocolate communicate on social media and how storytelling contributes to making this communication effective and attractive to the consumer. The research methodology involved a multiple-case design focused on the former brands of the ‘Bean to Bar Brasil’ Association. The data were gathered for three months from Instagram. Thus, 194 Instagram posts were submitted to qualitative content analysis. The paper is the first to address the use of storytelling strategies of brands associated with the Bean to Bar Movement on social media. Bean to Bar chocolates are the ones made by the same producer from the cocoa beans to the chocolate bar. This industry is growing steadily, but only a few studies can be found in Brazil and abroad. The main results of the study indicate that storytelling enhances communication strategies on social media, improves brand perception and generates positive outcomes for them. The work highlights the main aspects that constitute the theoretical field of storytelling on social media, and show them through the seven case studies. Furthermore, it strengthens the arguments about the importance of storytelling for handmade products marketing.