Tell the Tale: A Conceptual Attempt on a Digital Marketing Strategy for Start-Ups

Tarun Chandila, Abhipsa Satpathy () and Abraham Cyril Issac
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Tarun Chandila: Indian Institute of Technology Guwahati
Abhipsa Satpathy: Indian Institute of Technology Guwahati
Abraham Cyril Issac: Indian Institute of Technology Guwahati

Chapter Chapter 11 in Digital Economy Post COVID-19 Era, 2023, pp 185-197 from Springer

Abstract: Abstract The study aims to identify an effective digital marketing plan for start-ups. Digital marketing is an important tool for start-ups. Start-ups place a high value on their commercial ties, and this is especially true today given the high level of digitalization. Digital marketing is regarded as cutting-edge for alluring and retaining company partnerships. But one underlying reason why start-ups struggle with obtaining and keeping commercial clients when using digital marketing is a lack of resources. This calls for a deeper understanding of the connection between consumers and start-ups which strikes a chord with the latter. It is said that “a good story is more convincing than an argument” and stories lie at the heart of social interactions. Building on the theories of narrative, storytelling as a technique is explored and combined with insights on impression on consumer through authentic stories and the intervening role of perceived responsibility of the storyteller.

Keywords: Start-ups; Digital marketing; Storytelling; Authenticity; Perceived responsibility; Consumer-start-up connect (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-99-0197-5_11

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DOI: 10.1007/978-981-99-0197-5_11

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