Working Paper Series, Department of informatics, Copenhagen Business School
Torkil Clemmensen and Morten VendelÝ
Cost Effective Evaluation of Companiesí Storytelling on the Web
Abstract: In this paper we present a cost effective and simple
procedure for evaluating company web sites. Our assumption is that such
sites are places for companiesí self-presentation and that customers are
readers of these texts. Web site texts with narrative qualities, e.g.
scenes, actors, acts, initiate the customersí imagination and narrative
mind and hence their decision making. These ideas are investigated in a
qualitative study of two companiesí self-presentation as future work places
for students. The results demonstrate that the students choose the company
that has a web site with rich narrative qualities above the company that
has a web site with good graphical appearance, but poor narrative
qualities. In conclusion, we suggest that user centred evaluation of
commercial web sites by using the suggested method can pay attention to
deep, narrative structures in both the companyís self-presentation and the
customersí reading of the web site texts.
Keywords: Competitive advantage; decision-making; dramas; imagination; narratives; storytelling; web-design; (follow links to similar papers)
JEL-Codes: O30; (follow links to similar papers)
20 pages, September 20, 2004
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