Evaluating the impact of storytelling elements on social media stakeholder engagement: an AI-driven approach

Abstract As social media continues to grow, understanding the impact of storytelling on stakeholder engagement becomes increasingly important for policymakers and organizations who wish to influence policymaking. While prior research has explored narrative strategies in advertising and branding, researchers have paid scant attention to the specific influence of stories on social media stakeholder engagement. This study addresses this gap by employing Narrative Transportation Theory (NTT) and leveraging Natural Language Processing (NLP) to analyze the intricate textual data generated by social media platforms. The analysis of 85,075 Facebook publications from leading Canadian manufacturing companies, using Spearman’s rank correlation coefficient, underscores that individual storytelling components—character, sequence of events, and setting—along with the composite narrative structure significantly enhance stakeholder engagement. This research contributes to a deeper understanding of storytelling dynamics in social media, emphasizing the importance of crafting compelling stories to drive meaningful stakeholder engagement in the digital realm. The results of our research can prove useful for those who wish to influence policymakers or for policymakers who want to promote new policies.