El Storytelling como herramienta de marketing social en experiencias de voluntariado

Abstract

Storytelling is currently an important communication tool used by social marketing in digital media to achieve greater visibility and a change in the public's behaviour in relation to a specific problem. The main objective of this study is to identify the main aspects most valued by people who have carried out a volunteering experience after analysing the stories and testimonies they tell. To this end, 20 stories about volunteering experiences of the Entreculturas Foundation have been selected, specifically those testimonies of people who have participated between 2008 and 2020 in a long-term international volunteering experience corresponding to the VOLPA programme. The methodology used has been the content analysis called "Storytelling analysis methodology" (ST Analysis), under a qualitative approach. The results of the research indicate that all volunteers experience similar positive emotions during their experience, which has been a turning point in their daily lives and an accumulation of learning that has enriched their quality of life.