Digital storytelling in corporate communication: A comparison between IBEX 35 and the Dow Jones
DOI:
https://doi.org/10.3145/epi.2017.nov.12Keywords:
Storytelling, Corporate brand, Interactivity, Parallax, Digital storytelling, Companies, Web sites.Abstract
Corporate websites have been challenged to incorporate storytelling narratives that favor emotional bonds with their stakeholders. This paper establishes four categories of implementation in the companies of IBEX 35 and reveals its delay of companies listed in the Dow Jones index. The case studies presented allow us to make recommendations in order to improve the situation.
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