Will our story convince you?

: A case study on how an organization in a smaller context uses digital storytelling in its municipal place branding efforts

Abstract

In an increasingly competitive environment for attention, tourism and investment, smaller municipalities face significant challenges in establishing a distinct and engaging positioning. This study explores how digital storytelling (DST) is created as a strategic tool to support place branding in a smaller municipal context. Through a qualitative case study of an organization in Kristianstad, the research examines how stories are produced and shared to influence perceptions of the city. Based on theories of DST and place branding, the study used a conceptual model including cognitive, affective and conative storytelling dimensions as well as the digital communication sphere. Empirical data was collected through semi-structured interviews and analyzed thematically. The findings show that the organization emphasizes authenticity, local relevance and emotional engagement, aiming to build a relatable image of Kristianstad through stories about people and everyday experiences. However, the study also identifies several challenges, including the limited strategic coordination, the absence of a unified city identity, and a lack of structured feedback mechanisms. The study contributes to theory by highlighting how DST is implemented in a resource constrained setting, and by offering insights into how existing models may need to be adapted for smaller municipalities. Practically, the findings underline the value of aligning storytelling with long-term branding goals and the importance of audience feedback in strengthening strategic communication. The thesis presents empirical evidence on the creation and communication process of DST within an organization in a smaller context.
Keywords

Date of Award	2025-Jun
Original language	English
Supervisor	Oskar Christensson (Supervisor), Stefan Karlsson (Assessor) & Heléne Tjärnemo (Examiner)