Citas bibligráficas
Cornejo, V., (2020). El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/25973
Cornejo, V., El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales [Tesis]. PE: Universidad Privada del Norte; 2020. https://hdl.handle.net/11537/25973
@misc{renati/403013,
title = "El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales",
author = "Cornejo Bazán, Victoria Emilia",
publisher = "Universidad Privada del Norte",
year = "2020"
}
Social enterprises, in addition to contributing economically to the country like any business, solve social problems that are mostly invisible to society. Having a powerful corporate image allows them to create emotional bonds that generate a unique and lasting connection with the public, as well as ensuring their sustainability. In this sense, the objective of this study will demonstrate that Storytelling contributes to the design of messages and the construction of corporate image in social ventures. Consequently, PROA was taken as a study object, due to its role in amplifying the impact of volunteering in the country. The study has a qualitative, exploratory level, basic type approach with a descriptive and non-experimental design. The sample was formed with experts in Corporate and Audiovisual Communication, who gave their opinion and position on Storytelling as a resource; as well as volunteers and volunteer directors corroborated guidelines indicated by experts. The results of the research recognize that Storytelling is a powerful tool for the construction of corporate image, it positively intervenes in reputation and notoriety, it has outstanding narrative elements to optimize the emission and reception of messages, it reinforces corporate identity. From these findings, it is concluded that the most suitable format to show these stories of social entrepreneurship is audiovisual material; which built under the parameters indicated by Storytelling will generate a powerful and effective communication product on the path of empowering the corporate image.
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