Storytelling through social media: How organizations and leaders can support peacebuilding efforts

Gordon B. Schmidt and Aditya Simha

Business Horizons, 2025, vol. 68, issue 4, 491-500

Abstract: In this article, we discuss how business for peace (B4P) organizations can help peacebuilding efforts by using storytelling principles and by harnessing social media. Storytelling can help stakeholders and the public to understand peace initiatives and to develop support for them. Social media offers a medium for sharing stories and even for engaging in cocreation with stakeholders related to messages of peace. We discuss the role of leaders of B4P organizations in peacebuilding, and we describe the various forms of narratives that can be utilized in social media storytelling. We next discuss four types of challenges and opportunities B4P organizations will face in using storytelling on social media to achieve peace. We conclude by discussing how best to meet those challenges and opportunities for successful peacebuilding on social media.

Keywords: Business for peace (B4P); Peacebuilding; Social media; Storytelling; Positive and negative peace; Corporate social responsibility (CSR) (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:68:y:2025:i:4:p:491-500

DOI: 10.1016/j.bushor.2025.04.003

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