Social storytelling in a post-pandemic world: Four content pillars to build relevant authenticity with today’s social consumer

Valerie Morrow
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Valerie Morrow: Dairy Farmers of America, USA

Journal of Digital & Social Media Marketing, 2022, vol. 9, issue 4, 290-297

Abstract: This article examines the recent shift in consumer expectations vis-à-vis brands in the social media space, with a focus on how brand authenticity influences brand loyalty and purchasing decisions. Having discussed the application of Walter Fisher’s narrative paradigm to social media storytelling, the article uses a case study of Dairy Farmers of America — the country’s largest dairy cooperative — to define the four content pillars brands can use to increase their authenticity and humanise their brands through social media.

Keywords: social storytelling; content strategy; brand engagement; authentic marketing; post-pandemic social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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