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Building a Customer-Centric Culture by MIT Sloan Management Review

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The Power of Consumer Stories in Digital Marketing

New research finds that sharing consumers’ positive stories about a brand can be a highly effective online marketing strategy.

When we think of storytelling, we tend to conjure up memories of childhood — fairy tales, fables, and campfires. Stories are an essential form of human communication and are often among the first conveyors of cultural norms and values. There’s a reason why many childhood lessons are conveyed as stories: Research has shown that the human brain likes to encode, store, and retrieve information in narrative form.

When consumers prepare to make purchase decisions, stories can deliver important information ...

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