ABSTRACT Storytelling is widely believed to be an effective strategy in innovation communication. The use of high-quality narratives in particular is recommended to facilitate the understanding of an innovation, facilitate trust in it, and promote the perception of innovative strength as well as the development of positive attitudes. However, to date virtually no empirical evidence has been presented to support these assumptions. Therefore, we conducted an experiment in which participants were exposed to messages about an innovation that varied in narrative quality (low vs. medium vs. high), and the messages were told in different forms that are typical of social media (nonserial vs. serial) to take account of the ever-increasing importance of these channels in innovation communication. The results show that the understanding of an innovation increases linearly with a message’s narrative quality, serial storytelling impedes understanding, and narrative quality is conducive to the attitude towards the innovator when the story is told in nonserial form and has a detrimental effect when told in serial form. Thus, the results show that the current view on storytelling’s potential is overly optimistic and that using high-quality narratives can, under certain conditions, also have adverse effects. The practical implications of these findings are discussed.

中文翻译：

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战略创新沟通中社交媒体叙事的有效性：叙事形式很重要

摘要讲故事被广泛认为是创新交流中的有效策略。建议特别使用高质量的叙述，以促进对创新的理解，对创新的信任，促进对创新实力的感知以及积极态度的发展。但是，到目前为止，几乎没有经验证据可以支持这些假设。因此，我们进行了一项实验，让参与者接触到有关叙事质量不同的创新信息（低，中，高），并且以社交媒体典型的不同形式（非串行与系列）来传达信息。 ），以考虑这些渠道在创新交流中日益重要的意义。结果表明，对创新的理解与消息的叙事质量成线性关系，串行叙事会阻碍理解，叙事质量有利于以非串行形式讲述故事时对创新者的态度，而对于串行叙事则有不利影响。形成。因此，结果表明，当前对叙事潜力的看法过于乐观，在某些情况下使用高质量的叙事也会产生不利影响。讨论了这些发现的实际含义。结果表明，当前对叙事潜力的看法过于乐观，在某些情况下使用高质量的叙事也可能产生不利影响。讨论了这些发现的实际含义。结果表明，当前对叙事潜力的看法过于乐观，在某些情况下使用高质量的叙事也可能产生不利影响。讨论了这些发现的实际含义。