Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
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 |
Resumo: | 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. |
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Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in BrazilHistorias que perduran: El poder del storytelling en las redes sociales de las empresas de chocolate bean to bar en BrasilDos grãos às telas: O poder do storytelling na comunicação em redes sociais de empresas de chocolate bean to bar no BrasilRedes socialesStorytellingBean to barMarketingChocolateSocial mediaStorytellingBean to barMarketingChocolateRedes sociais na internetStorytellingBean to barMarketingChocolateThe 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.Este artículo buscó comprender cómo las principales marcas brasileñas de chocolates Bean to Bar se comunican en las redes sociales y cómo el storytelling contribuye a que esta comunicación sea efectiva y atractiva para el consumidor. De carácter cualitativo, la investigación realiza un estudio de múltiples casos con las marcas socio-fundadoras de la Asociación Bean to Bar Brasil. Los datos fueron recopilados a partir de la información proporcionada por la aplicación de Instagram durante tres meses. Así, 194 publicaciones fueron sometidas a análisis de contenido cualitativo. Este artículo es el primero en estudiar la narración de historias en marcas asociadas con el movimiento Bean to Bar en Brasil desde la perspectiva del marketing en las redes sociales. El concepto de Bean to bar aquí empleado es el que entiende que son chocolates elaborados desde el grano de cacao hasta la barra de chocolate por el mismo productor, un sector que tiene un crecimiento de mercado constante, pero que aún se estudia poco en Brasil y en el mundo todo. Los resultados más relevantes del estudio indican que el storytelling es capaz de transformar las estrategias de comunicación en las redes sociales, fortaleciendo la imagen de marca y generando resultados positivos para las empresas. A partir de un estudio empírico, esta investigación destaca los principales aspectos fundamentales que componen la discusión teórica del storytelling en las redes sociales, ejemplificándolos en la práctica a partir de los resultados encontrados. Además, refuerza el argumento sobre la importancia del storytelling para la comercialización de productos artesanales.Este artigo buscou entender como se dá a comunicação das principais marcas brasileiras de chocolates bean to bar nas redes sociais na internet (RSI) e de que forma o storytelling contribui para que essa comunicação seja efetiva e atraente para o consumidor. De natureza qualitativa, a pesquisa faz um estudo de múltiplos casos com as marcas sócio-fundadoras da Associação Bean to Bar Brasil. Os dados foram coletados a partir de informações fornecidas pelo aplicativo Instagram durante três meses. Dessa forma, 194 publicações foram submetidas a análise qualitativa de conteúdo. Este artigo é o primeiro a estudar o storytelling em marcas associadas ao Movimento Bean to Bar no Brasil a partir da perspectiva do marketing em RSI. Bean to bar são chocolates feitos a partir da amêndoa do cacau até a barra do chocolate pelo mesmo produtor, setor que apresenta crescimento mercadológico constante, mas ainda é pouco estudado no Brasil e no mundo. Os principais resultados do estudo indicam que o storytelling é capaz de transformar as estratégias de comunicação nas RSI, fortalecendo a imagem da marca e gerando resultados positivos para as empresas. A partir de estudo empírico, esta pesquisa destaca os principais aspectos que compõem a discussão teórica do storytelling em RSI, os exemplificando na prática a partir dos resultados encontrados. Além disso, também reforça o argumento acerca da importância do storytelling para o marketing de produtos artesanais.Federal University of Minas Gerais2022-06-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/7009Marketing & Tourism Review; v. 7 n. 1 (2022): vol.7, n. 1, 2022Marketing & Tourism Review; Vol. 7 No. 1 (2022): vol.7, n. 1, 20222525-81762525-817610.29149/mtr.v7i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/7009/3695https://revistas.face.ufmg.br/index.php/mtr/article/view/7009/3696Copyright (c) 2022 COSTA, J. H. P., ANDRADE-MATOS, Mariana Bueno de, MATOS, Beatriz Gondimhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessHenrique de Paiva Costa, JoãoAndrade-Matos, Mariana Bueno deMatos, Beatriz Gondim2022-06-01T22:12:24Zoai:ojs.pkp.sfu.ca:article/7009Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2022-06-01T22:12:24Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil Historias que perduran: El poder del storytelling en las redes sociales de las empresas de chocolate bean to bar en Brasil Dos grãos às telas: O poder do storytelling na comunicação em redes sociais de empresas de chocolate bean to bar no Brasil |
title |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil |
spellingShingle |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil Henrique de Paiva Costa, João 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 |
title_short |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil |
title_full |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil |
title_fullStr |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil |
title_full_unstemmed |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil |
title_sort |
Stories that stick: The power of storytelling in social media communication of bean to bar chocolate businesses in Brazil |
author |
Henrique de Paiva Costa, João |
author_facet |
Henrique de Paiva Costa, João Andrade-Matos, Mariana Bueno de Matos, Beatriz Gondim |
author_role |
author |
author2 |
Andrade-Matos, Mariana Bueno de Matos, Beatriz Gondim |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Henrique de Paiva Costa, João Andrade-Matos, Mariana Bueno de Matos, Beatriz Gondim |
dc.subject.por.fl_str_mv |
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 |
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 |
description |
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. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/7009 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/7009 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/7009/3695 https://revistas.face.ufmg.br/index.php/mtr/article/view/7009/3696 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 COSTA, J. H. P., ANDRADE-MATOS, Mariana Bueno de, MATOS, Beatriz Gondim https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 COSTA, J. H. P., ANDRADE-MATOS, Mariana Bueno de, MATOS, Beatriz Gondim https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 7 n. 1 (2022): vol.7, n. 1, 2022 Marketing & Tourism Review; Vol. 7 No. 1 (2022): vol.7, n. 1, 2022 2525-8176 2525-8176 10.29149/mtr.v7i1 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
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1798321034119610368 |