Cost Effective Evaluation of Companies’ Storytelling on the Web


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Cost Effective Evaluation of Companies’ Storytelling on the Web

Vis færre oplysninger Clemmensen, Torkil en_US Vendelø, Morten en_US 2009-02-04T10:23:43Z 2009-02-04T10:23:43Z 2004-05-10T00:00:00Z en_US
dc.description.abstract Abstract: In this paper we present a cost effective and simple procedure for evaluating company web sites. Our assumption is that such sites are places for companies’ self-presentation and that customers are readers of these texts. Web site texts with narrative qualities, e.g. scenes, actors, acts, initiate the customers’ imagination and narrative mind and hence their decision making. These ideas are investigated in a qualitative study of two companies’ self-presentation as future work places for students. The results demonstrate that the students choose the company that has a web site with rich narrative qualities above the company that has a web site with good graphical appearance, but poor narrative qualities. In conclusion, we suggest that user centred evaluation of commercial web sites by using the suggested method can pay attention to deep, narrative structures in both the company’s self-presentation and the customers’ reading of the web site texts. Keywords: Competitive advantage, decision-making, dramas, imagination, narratives, storytelling, web-design. en_US
dc.format.extent 19 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Working paper;2004-08 en_US
dc.subject.other virksomhedens hjemmeside en_US
dc.subject.other hjemmesider en_US
dc.subject.other corporate storytelling en_US
dc.subject.other ekstern kommunikation en_US
dc.subject.other evaluering en_US
dc.title Cost Effective Evaluation of Companies’ Storytelling on the Web en_US
dc.type wp en_US
dc.accessionstatus modt04maj10 inrumo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Informatik en_US
dc.contributor.departmentshort INF en_US
dc.contributor.departmentuk Department of Informatics en_US
dc.contributor.departmentukshort INF
dc.idnumber x645152721 en_US København en_US
dc.publisher.year 2004 en_US

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