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An Exploratory Study on Strategy and Design of Storytelling in Agriculture
narrative,storytelling,storytelling in marketing,agricultural marketing,mixed methods research,
|Publication Year :||2017|
Revolution in technology industry, changes in consumption concept and transformation in the structure of the agricultural industry have affected the way people manage marketing strategy in agricultural fields. Farmers and customers interact in face-to-face communication way in an offline trading environment. The emergence of the Internet offers many benefits and provides businesses to sell products in virtual environments. However, online business should strengthen the description of the product to provide customers get more information and shorten the distance between consumers and producers. As a result, storytelling has become a major trend in marketing in recent years.
The purpose of the current study is to explore the agricultural marketing strategies and elements of the agricultural stories. The results of this study are expected to provide enterprises and farmers with effective guidelines for making good stories and to evaluate the effectiveness of storytelling in marketing in practice.
The study adopted mixed methodology in parallel mixed design. The researcher interviewed 3 entrepreneurs of agriculture e-commerce, analyzing 17 agricultural stories and collecting 186 questionnaires. Results show that the strategy for storytelling in agricultural marketing of agriculture e-commerce would focus on its brand value proposition. Stories attract the attention of consumers and storytelling is an effective mode of communication between farmers and consumers. Agricultural stories would not deliver sadness appeals; instead, they emphasize on the value proposition as the message appeal. The agricultural story would strengthen the heroic image of the farmer actor and put less emphasis on conflict. The descriptions of events in agricultural stories would focus on the “View”(business, management, and brand). “Agricultural hero” this kind of character usually shows up in the stories to make people get the concept much easier.
|Appears in Collections:||生物產業傳播暨發展學系|
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