Cost Effective Evaluation of Companies' Storytelling on the Web

    Research output: Working paperResearch

    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.
    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.
    LanguageEnglish
    Place of PublicationKøbenhavn
    Number of pages19
    StatePublished - 2004

    Keywords

      Cite this

      @techreport{5e13eee0c02111db9769000ea68e967b,
      title = "Cost Effective Evaluation of Companies' Storytelling on the Web",
      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.",
      keywords = "virksomhedens hjemmeside, hjemmesider, corporate storytelling, ekstern kommunikation, evaluering",
      author = "Torkil Clemmensen and Vendel{\o}, {Morten Thanning}",
      year = "2004",
      language = "English",
      type = "WorkingPaper",

      }

      TY - UNPB

      T1 - Cost Effective Evaluation of Companies' Storytelling on the Web

      AU - Clemmensen,Torkil

      AU - Vendelø,Morten Thanning

      PY - 2004

      Y1 - 2004

      N2 - 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.

      AB - 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.

      KW - virksomhedens hjemmeside

      KW - hjemmesider

      KW - corporate storytelling

      KW - ekstern kommunikation

      KW - evaluering

      M3 - Working paper

      BT - Cost Effective Evaluation of Companies' Storytelling on the Web

      CY - København

      ER -