Sustainable social media storytelling: Success stories from SMEs in Ōtepoti Dunedin. A #CallToAction to communicate small business values
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Other Title
Authors
Gaane, Fatima Marie
Author ORCID Profiles (clickable)
Degree
Master of Design
Grantor
Otago Polytechnic
Date
2022
Supervisors
McCaw, Caroline
Osborne, Phil
Osborne, Phil
Type
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
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-
New Zealand
small and medium-sized enterprises (SMEs)
story telling
social media advertising
sustainability
corporate social responsibility (CSR)
business success
case studies
COVID-19 Pandemic, 2020-
ANZSRC Field of Research Code (2020)
Citation
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 A #CallToAction to communicate small business values (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Design).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.
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DOI
https://doi.org/10.34074/thes.6027
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Attribution-NonCommercial-NoDerivatives 4.0 International