Publication:
Tell Me Your Story and I Will Tell Your Sales: A Topic Model Analysis of Narrative Style and Firm Performance on Etsy

Simple item page
dc.contributor.authorCutolo, Donato
dc.contributor.authorFerriani, Simone
dc.contributor.authorCattani, Gino
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2025-02-18T13:30:04Z
dc.date.available2025-02-18T13:30:04Z
dc.date.issued2020-11-09
dc.description.abstractStrategy scholars have widely recognized the central role that narratives play in the construction of organizational identities. Moreover, storytelling is an important strategic asset that firms can leverage to inspire employees, excite investors and engage customers’ attention. This chapter illustrates how advancements in computational linguistic may offer opportunities to analyze the stylistic elements that make a story more convincing. Specifically, we use a topic model to examine how narrative conventionality influences the performance of 78,758 craftsmen selling their handmade items in the digital marketplace of Etsy. Our findings provide empirical evidence that effective narratives display enough conventional features to align with audience expectations, yet preserve some uniqueness to pique audience interest. By elucidating our approach, we hope to stimulate further research at the interface of style, language and strategy.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationCutolo, D., Ferriani, S., & Cattani, G. (2020). Tell me your story and I will tell your sales: A topic model analysis of narrative style and firm performance on Etsy. In Aesthetics and Style in Strategy (pp. 119-138). Emerald Publishing Limited. https://doi.org/10.1108/S0742-332220200000042005.
dc.identifier.doihttps://doi.org/10.1108/S0742-332220200000042005
dc.identifier.issn0742-3322
dc.identifier.publicationtitleAesthetics and Style in Strategy
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3566
dc.language.isoen
dc.page.total20
dc.relation.departmentEntrepreneurship
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/deed
dc.subject.keywordTopic modelling
dc.subject.keywordNarrative
dc.subject.keywordConventionality
dc.subject.keywordDigital market
dc.subject.keywordCraftsmanship
dc.subject.keywordEtsy
dc.titleTell Me Your Story and I Will Tell Your Sales: A Topic Model Analysis of Narrative Style and Firm Performance on Etsy
dc.typeinfo:eu-repo/semantics/bookPart
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number42
dspace.entity.typePublication
relation.isAuthorOfPublication4ba355bd-1975-485d-80ed-a6912ddd686a
relation.isAuthorOfPublication.latestForDiscovery4ba355bd-1975-485d-80ed-a6912ddd686a
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Tell Me Your Story and I Will Tell Your Sales A Topic Model Analysis of Narrative Style and Firm Performance on Etsy.pdf
Size:
334.66 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
2.83 KB
Format:
Item-specific license agreed to upon submission
Description:
Download
Collections
Books & Book chapters