Proceedings of the 22nd International Academic Conference, Lisbon

HOW SOCIAL ENTERPRISE ATTRACT PUBLIC AWARENESS USING STORYTELLING

WAN-TZU LIN, SHYHNAN LIOU

Abstract:

Growing social enterprise seeks for innovation ways to reverse and challenge conventional thoughts in recent years for the purpose to meet the market demand while creating social value and exert influence. To this end, they face not only in property damage but also in positive contribution. However, the stakeholders of the public always are unfamiliar with social enterprise and ready for understand what they promote. They often put a label on them-false welfare, true enrichment with high ethical standards. Thus, how to communicate with the public on the social issues is the critical challenge of this social innovation. We argued that stories are good ways for sharing and convey value for social issues. Stories can represent experience, storytelling can coordinate human past, projects the future, thus resonates in the communication and then recognized with reality consensus. Social enterprise uses storytelling to create value and impress audiences to see, feel it, and then remember it in mind. This study aims to explore how to tell story in order to help social enterprise to convey values and efficiently diffuse its influence to the social dimension. Using cases study and review models of storytelling, the present study first identified the key elements of storytelling in promoting marketing of social enterprise. We found that the fundamental cause of the development of a thing lies in its internal story. The story structure includes the truth, experience, and behavior pattern shape of an organization. We also develop the effect process of storytelling should comprise stages which are control analysis, core spirit of social value, content analysis with adequate data to create deeper insight, just show it in the media, target specific objects, and get the audience involved. The story may have an unspeakably emotional motivation behind each sale in marketing. We propose that using storytelling to express the core of their emotions is not a persuasion but a deep interpersonal link. A good story is touching and borderless, and a culture in the deepest times is common and overall about people. Telling a story is an important and a must-have capability for business with the booming of the Internet and the growth of social media. Last, we examine our proposed model by testing with general audience and experts in marketing and social entrepreneurs.

Keywords: Social enterprise, Social entrepreneurs, Storytelling, Marketing

DOI: 10.20472/IAC.2016.022.034

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