The power of storytelling and emotions in B2B marketing

Abstract

A lot of research has been done about and around the power of storytelling and emotions in B2C marketing, leaving B2B to very little attention, based on the assumption that there is no room for emotions and stories in marketing to professionals. However, some research on the role of emotions has been conducted in B2B, indicating that despite the rationality of B2B purchasing, the organizational buyers might not be immune to emotions.

The goal of this conceptual thesis is to find out if storytelling, and emotions it evokes, could be utilized in B2B marketing and if so, how should the stories differ from the ones used in moving consumers. The findings of my thesis could benefit the marketing community by providing useful information on how to improve the effectiveness of marketing to businesses.

The study was conducted as a literature review, including mostly scientific articles from marketing journals, but from psychological journals and the art world, as well.