Once Upon A Time in the Fortune 500: How Storytelling Encouraged Businesses to Take a Second Look at Blogs

Authors

  • Stephanie Jacobsen Bridgewater State University
  • Nora Ganim Barnes University of Massachusetts Dartmouth

DOI:

https://doi.org/10.33423/ajm.v19i3.2192

Keywords:

Management, Marketing, Blogging, Social Media, Storytelling, Online Engagement

Abstract

In the early 2000s about one third of the Fortune 500 hosted corporate blogs. By 2014, that number dropped significantly. Since then, the popularity of “storytelling” has been widely discussed by marketers. As Marketing began to use storytelling as a strategy, blogs began to mimic the structure of stories. The top companies in the 2018 Fortune 500 now have corporate blogs using this framework. Did storytelling help the Fortune 500 to rediscover blogging? This research investigates the use of storytelling as an impetus to blog and how the blogging of today has evolved away from the interactive experience first expected.

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Published

2019-08-19

How to Cite

Jacobsen, S., & Barnes, N. G. (2019). Once Upon A Time in the Fortune 500: How Storytelling Encouraged Businesses to Take a Second Look at Blogs. American Journal of Management, 19(3). https://doi.org/10.33423/ajm.v19i3.2192

Issue

Vol. 19 No. 3 (2019)

Section

Articles

License

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