Maria Anggia Widyakusumastuti and Daniel Bermo Satria Wiguna
Pertanika Journal of Tropical Agricultural Science, Volume 26, Issue T, April 2018
Keywords: Brand storytelling, brand value, positive experience, public relations, social media
Published on: 11 Jul 2018
This study looks at public relations in conducting brand storytelling. It discusses how to create a strong brand through storytelling. Public relations used employees' and customers' positive experiences to develop and communicate brand values through storytelling. The brand story must be consistent, compelling, and genuine. The use of social media in brand storytelling also improved public engagements, and it eventually made public feel that they are part of the brand. This research is a descriptive qualitative research.
ISSN 1511-3701
e-ISSN 2231-8542