Sustainable Social Media Storytelling: Success Stories from SMEs in Ōtepoti Dunedin
Author: Fatima Marie Gaane
Supervisors: Caroline McCaw, Phil Osborne
Gaane, F.M. (2022). Sustainable social media storytelling: Success stories from SMEs in Ōtepoti Dunedin. A #CallToAction to communicate small business values (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Design). Otago Polytechnic, New Zealand. https://doi.org/10.34074/thes.6027
Abstract
This research investigated the use of social media storytelling of sustainability as a form of affordable and effective marketing approach for small businesses in Dunedin affected by the Covid-19 pandemic. The main target of this research are small to medium enterprises or SMEs. To ensure the case studies provided useful material, initial criteria was utilised in their selection. The chosen businesses have sustainable practices already embedded into their ways of doing business but have practically no social media presence. Five small businesses in Dunedin, New Zealand, provided case studies to develop a framework for social media storytelling. By designing and implementing a 3-month social media campaign, the effectiveness of this framework was tested and evaluated. Varying measures of success for SMEs were identified and used to communicate the business owners’ values. A design enterprise solution was proposed to support SMEs to utilise the use of free tools on Facebook and Instagram platforms to effectively communicate their sustainable practices.
Keywords: Dunedin (N.Z.), New Zealand, small and medium-sized enterprises (SMEs), story telling, social media advertising, sustainability, Facebook, corporate social responsibility (CSR), business success, case studies, COVID-19 Pandemic, 2020-
License
Except where otherwise noted, this item's license is described as Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International.
