Storytelling corporativo: una revisión crítica de los enfoques de investigación y la metodología en la literatura académica del 2011 al 2020
DOI:
https://doi.org/10.5294/pacla.2022.25.2.2Palabras clave:
Comunicación, estrategias de comunicación, gestión de empresas, investigación interdisciplinaria, narraciónResumen
Los académicos de diferentes campos del conocimiento están de acuerdo en que el storytelling ha ganado especial relevancia en el contexto actual. Esto resulta evidente en la comunicación corporativa, donde se ha instaurado ya el término de storytelling corporativo, para hacer referencia a las historias que las empresas cuentan a sus diferentes grupos de interés (stakeholders). En este campo, se han encontrado diversas investigaciones académicas que desde diferentes enfoques y con distintas metodologías tratan de dar luces sobre la naturaleza, los alcances y las limitaciones del storytelling en el mundo de la empresa. Esta investigación presenta una revisión crítica de esta literatura académica y destaca que la ausencia de unidad conceptual y de aproximaciones metodológicas validadas por la comunidad científica han hecho del storytelling un tópico del que se escribe mucho, aunque sin ofrecer un conocimiento articulado o soluciones prácticas para su aplicación en el desarrollo de la estrategia de comunicación de la empresa.
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