Analysis of archetypes in digital storytelling in the context of corporate identity studies

This thesis study was carried out to examine how archetypal branding method in digital storytelling is processed in the context of corporate identity and the effects of this method. Considering the increasing competition among organisations today, it has become quite difficult for brands to differentiate themselves by effectively conveying their corporate identities to consumers. In this context, archetypal branding, one of the methods developed to make a difference in corporate identity creation processes, plays an important role in brands' emotional bonding with consumers when combined with digital stories. The research aims to understand how archetypes are used in digital stories and to examine the effects of this use on consumer perception. The theoretical framework of the study is based on Carl G. Jung's collective unconscious and archetype theory and Margaret Mark and Carol Pearson's archetypal branding approach. In the first stage of the research, the theoretical background was created by reviewing the relevant literature; in the second stage, the digital stories of six brands operating in different sectors in Turkey (Opet, Koç, Tat, Vestel, Turkcell and Gülsüm Ana) were analysed. In the third stage, semi-structured focus group interviews were conducted. Individuals with a master's degree in communication and psychology graduates participated in these interviews, thus collecting different perspectives on the elements of digital stories with a multidisciplinary approach. The data obtained were evaluated by descriptive analysis method. The research findings reveal that when archetypes are used correctly and effectively in digital stories, strong emotional bonds can be established with consumers. However, it has been determined that factors such as the sincerity of the story, the identity of the narrator and the compatibility with the target audience play a critical role in establishing this bond. In addition, the limited number of studies in Turkey in which archetypes are handled together with digital stories shows that this study fills an important gap in the literature. This thesis aims to contribute to both academic literature and marketing practices by revealing the effects of digital storytelling and archetypes on corporate identity creation. It is thought that future studies with different sectors and larger participant groups will provide a more comprehensive perspective on this field.