چکیده مقاله
In the evolving digital economy, digital storytelling DST is emerging as a vital strategic tool for fostering engagement and building trust between organizations While B2B marketing has traditionally centered on rational decision making and technical specifications, digital transformation necessitates a paradigm shift toward emotional and narrative based communication This paper explores how DST transforms inter organizational communication by humanizing corporate identity, simplifying complex technical concepts, and reinforcing brand authenticity The study highlights DST's role in strengthening relational trust and achieving strategic objectives such as thought leadership and value co creation Crucially, the paper addresses the necessity for ethical vigilance in the digital age, examining challenges related to message authenticity, mitigating the risks of AI generated content, and strategically integrating immersive media AR/VR and narrative analytics Ultimately, the conclusion positions narrative competence as an essential organizational skill for transitioning from purely transactional exchanges to sustainable, transformative partnerships
کلیدواژهها
نویسندگان
Maryam Behzadi
Department of Business Administration, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
Hossein Vazifehdust
Department of Business Administration, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
شیوه ارجاع
Behzadi, Maryam and Vazifehdust, Hossein,1404,Digital Storytelling in B2B Contexts: Transforming Communication, Branding, and Engagement Between Businesses,3rd International Conference on Industrial Marketing,Tehran
ارائهشده در
مجموعه مقالات سومین کنفرانس بین المللی بازاریابی صنعتی21 آبان 1404 · تهران