Proceedings of the 2022 3rd International Conference on Big Data and Social Sciences (ICBDSS 2022)

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Research Progress and Trend of Storytelling in Marketing Based on Literature Search Visualization Tools: From Independent Creation to Co-creation by Enterprises and Consumers

Authors
Wenmin Zhang1, Bo Qu1, *, Kechang Gao1
1South China University of Technology, Guangzhou, 510006, Guangdong, China
*Corresponding author. Email: qubo@scut.edu.cn
Corresponding Author
Bo Qu
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-064-0_33How to use a DOI?
Keywords
storytelling; value co-creation; archetype; HistCite; VOSviewer
Abstract

This paper uses HistCite and VOSviewer, literature search visualization tools, to analyze the hot research topics of storytelling in marketing and their logical relations which will provide a basis for understanding and wider adoption of storytelling in marketing in practice. With the aid of HistCite, it was found that storytelling in marketing involves brand storytelling and consumer storytelling. Topical map of storytelling in marketing using VOSviewer in WOS Core Collection database shows Hot topics includes the theoretical basis of narrative the driving factors and effects. Historical evidence reveals that storytelling in marketing is shifting from independent creation of enterprises and consumers towards enterprise-consumer co-creation. Then, in combination with literature on storytelling in marketing in Elsevier and CSSCI databases, a review and comparative study were made on the research hotspots. Finally, a framework for research on storytelling in marketing is set up on the basis of the visualization analysis of the literature.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on Big Data and Social Sciences (ICBDSS 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
27 December 2022
ISBN
978-94-6463-064-0
ISSN
2589-4900
DOI
10.2991/978-94-6463-064-0_33How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wenmin Zhang
AU  - Bo Qu
AU  - Kechang Gao
PY  - 2022
DA  - 2022/12/27
TI  - Research Progress and Trend of Storytelling in Marketing Based on Literature Search Visualization Tools: From Independent Creation to Co-creation by Enterprises and Consumers
BT  - Proceedings of the 2022 3rd International Conference on Big Data and Social Sciences (ICBDSS 2022)
PB  - Atlantis Press
SP  - 287
EP  - 298
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-064-0_33
DO  - 10.2991/978-94-6463-064-0_33
ID  - Zhang2022
ER  -