Discovering Real-time Digital Inclusive Storytelling for Enhancing Place Branding Experience

Abstract

Place branding and digital storytelling (DST) are a relatively new area of inquiry in the academic literature, and the role of digital stories in place branding literature is limited. This study first examines the importance of DST in place branding by introducing the concept of real-time digital inclusive stories. We use 45 semi-structured interviews with a place's residents to reveal the import of inclusive digital stories in place branding. Using inductive qualitative analysis, we propose a framework for place branding and inclusive digital stories. Study findings indicate that real-time digital inclusive storytelling plays an essential role in place branding. It does so by aligning a lively place individually with place archetypes. The study highlighted the value of stories, and resident’s perspective communicated through digital channels in place branding. Furthermore, we contribute to the literature on place branding and DST by employing a grounded theory approach in our research. Utilization of the grounded theory approach aided our expanding the respective literature and positing research propositions for future scholars. We conclude by discussing the implications for theory and practice.

Keywords

• place branding
• grounded theory approach
• semi-structured interviews
• digital inclusive stories