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All Journal KAGANGA KOMUNIKA: Journal of Communication Science
Dea Restika
Universitas Wanita Internasional
Social Sciences

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STORYTELLING DALAM KOMUNIKASI BISNIS : MENCIPTAKAN NILAI DAN IDENTITAS PERUSAHAAN Dea Restika
KAGANGA KOMUNIKA: Journal of Communication Science Vol 8 No 1 (2026): Edisi 14
Publisher : Fakultas Ilmu Komunikasi Universitas Teknologi Sumbawa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36761/kagangakomunika.v8i1.7425

Abstract

In the era of digitalization, business communication faces significant challenges in delivering messages that are effective, memorable, and capable of reaching diverse audiences. One increasingly relevant strategy is storytelling, a narrative approach that integrates rational and emotional aspects, making messages easier to understand, recall, and internalize. This study aims to explore the concept, elements, application, and impact of storytelling in modern business communication. A descriptive qualitative method was employed, with data collected through interviews, observations, and documentation, complemented by academic literature review. The analysis reveals that storytelling functions not only as a tool for information delivery but also as a strategic means of building corporate identity, strengthening brand image, fostering trust, and creating emotional engagement with audiences. Findings emphasize that storytelling bridges the need for businesses to convey logical arguments while simultaneously appealing to the emotional dimension of their stakeholders. Consequently, storytelling emerges as a relevant, adaptive, and effective communication strategy in the digital era, offering substantial contributions to the long-term success of business communication practices.   Keywords: Storytelling, Business Communication, Corporate Identity, Engagement, Trust.
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