Storytelling as a training tactic to educate on marketing directed at rural and ethnic communities in Colombia, literary review

Sandra Milena Maldonado Gil- Autor, Maribel García and Heiller Oswaldo Abadía Sánchez

SAP Netnography, 2026

Abstract: This article aims to analyze the formative tactics and conceptual categories of storytelling as an educational tool to improve marketing processes in rural communities and ethnic minorities in Colombia. The methodology consisted of a systematic bibliographic review of a descriptive-qualitative nature, based on academic documents published since 2019, located in university repositories and databases such as Google Scholar and Scopus.The results were organized according to the literature into two categories: "Marketing Education" and "Storytelling", with their respective subtopics, based on the central question: How does marketing education through storytelling impact peasant and minority groups in Colombia?The study identified that storytelling, in its digital, interactive formats and through social media, emerges as a potential strategy to empower rural and ethnic communities in Colombia. It adds value to their products and helps connect with broader markets without losing the distinctive narrative of each group.It was concluded that although there is growing interest in the topic, gaps remain in the literature regarding the concrete application and impact measurement of these tactics in rural and ethnic contexts in Colombia, highlighting a valuable area for future research.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net2026300

DOI: 10.62486/net2026300

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