Who am I? How compelling self-storytelling builds digital personal reputation

Article English OPEN
Pera, Rebecca ; Viglia, Giampaolo ; Furlan, Roberto (2016)
  • Related identifiers: doi: 10.1016/j.intmar.2015.11.002
  • Subject: Sharing economy | Storytelling | Archetypes | Personal reputation | Marketing, Advertising and Sales | /dk/atira/pure/core/subjects/marketing

The work explores whether self-storytelling is a powerful predictor of personal reputation in a collaborative community of the sharing economy realm. By proposing that powerful self-storytelling allows an attractive positioning in respect to potential others, the paper extends the literature of brand storytelling and brand archetypes shifting the perspective to a personal level. This study adopts a qualitative–quantitative approach to investigate the meanings and stories contained in personal profile descriptions and their relation with reputation. Personal descriptions are interpreted as storytelling activities, labels/glosses that allow members to access the services of the community by facilitating personal reputation building. The findings show that powerful storytelling structures have defined phases and are crucial in reputation building when the story evolves in a metaphoric, symbolic lesson. The presence of archetypes, in particular the Sage and the Ruler, also confers reputational power to the stories. The results reveal opportunities for peer-to-peer communities, traditional companies, and social businesses. Marketers should design tools and platforms able to trigger consumers' desire to express their individuality through personal descriptions and suggest the drivers that affect reputation.
  • References (8)

    Ahuvia, Aron C. (2005), “Beyond the extended self: Loved objects and consumers' identity narratives” Journal of Consumer Research, 32, 1, 171-184.

    Bartholomew, David J., Martin Knott, M., Irini Moustaki (2011), Latent variable models and factor analysis: A unified approach. Vol. 904. John Wiley & Sons.

    Belk, Russell (1988), “Possessions and the extended self,” Journal of Consumer Research, 15, 139-168.

    Belk, Russell (2014), “You are what you can access: Sharing and collaborative consumption online”, Journal of Business Research, 67, 8, 1595-1600.

    Brown, Stephen, Robert V. Kozinets, and John F. Sherry Jr. (2003), “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning”, Journal of Marketing, 67, 7, 19-33.

    Bruner, Jerome (2004), “Life as a narrative”, Social Research, 71, 691-710.

    Campbell, Donald (1975), ““Degrees of freedom” and the case study”, Comparative Political Studies, 8, 2, 178-193.

    Campbell, Joseph. (1949/2008), The hero with a thousand faces (Commemorative ed.). Princeton, NJ: Princeton University Press. around us. Our perspective is one of "if it is worth doing, it is worth doing it well" - a perspective of excellence, but not an economic one, excellence in simply doing the best with what we have for the people we love.

  • Metrics
    No metrics available
Share - Bookmark