A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature

Studying persuasive techniques in digital storytelling (DST) is crucial for understanding human behaviour. DST has gained traction on social media with the introduction of "stories," where influencers create ephemeral digital stories using inbuilt technological features. Developing persuas...

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Main Author:	Ameer, Fathima Musfira
Format:	Thesis
Language:	eng eng eng
Published:	2023
Subjects:	T58.5-58.64 Information technology T Technology (General)
Online Access:	https://etd.uum.edu.my/10847/1/permission%20to%20deposit-embargo%206%20months-s827697.pdf https://etd.uum.edu.my/10847/2/s827697_01.pdf https://etd.uum.edu.my/10847/3/s827697_02.pdf
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id	my-uum-etd.10847
record_format	uketd_dc
spelling	my-uum-etd.108472023-12-27T04:06:01Z A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature 2023 Ameer, Fathima Musfira Ibrahim, Nurulhuda Harun, Harryizman Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Art & Sciences T58.5-58.64 Information technology T Technology (General) Studying persuasive techniques in digital storytelling (DST) is crucial for understanding human behaviour. DST has gained traction on social media with the introduction of "stories," where influencers create ephemeral digital stories using inbuilt technological features. Developing persuasive ephemeral digital stories is essential to effectively engage readers and achieve the original purpose of creating the story. While guidelines exist for strategic social media use, there is a lack of established design frameworks or guidelines in academic or grey literature specifically addressing ephemeral stories. To address this gap, this research constructs a design framework named "PEDStiSM" (Persuasive Ephemeral Digital Storytelling in Social Media). Netnography was employed as the research design. The data collection involved observing Instagram stories obtained from influencers. The data analysis was conducted using qualitative content analysis (QCA) to identify persuasive elements which inform the construction of the "PEDStiSM" design framework. The design framework is further validated by influencers and social media strategists. The summary of “PEDStiSM” is given as a set of 12 priority-based design principles for ephemeral digital storytelling in social media. This research provides valuable insights for influencers to create persuasive ephemeral digital stories using the "stories" feature in social media. The design framework fills the literature gap by assisting scholars in exploring the persuasiveness of digital stories in social media. By studying persuasive techniques within DST and providing a practical design framework, this research contributes to the development of persuasive storytelling strategies in the digital realm. It recognises the significance of persuasive storytelling in engaging audiences and influencing their behaviour. The research findings benefit content creators, scholars, and social media users by enhancing their understanding and ability to craft persuasive ephemeral digital stories. 2023 Thesis https://etd.uum.edu.my/10847/ https://etd.uum.edu.my/10847/1/permission%20to%20deposit-embargo%206%20months-s827697.pdf text eng 2024-04-10 staffonly https://etd.uum.edu.my/10847/2/s827697_01.pdf text eng 2024-04-10 staffonly https://etd.uum.edu.my/10847/3/s827697_02.pdf text eng staffonly other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Ibrahim, Nurulhuda Harun, Harryizman
topic	T58.5-58.64 Information technology T Technology (General)
spellingShingle	T58.5-58.64 Information technology T Technology (General) Ameer, Fathima Musfira A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature
description	Studying persuasive techniques in digital storytelling (DST) is crucial for understanding human behaviour. DST has gained traction on social media with the introduction of "stories," where influencers create ephemeral digital stories using inbuilt technological features. Developing persuasive ephemeral digital stories is essential to effectively engage readers and achieve the original purpose of creating the story. While guidelines exist for strategic social media use, there is a lack of established design frameworks or guidelines in academic or grey literature specifically addressing ephemeral stories. To address this gap, this research constructs a design framework named "PEDStiSM" (Persuasive Ephemeral Digital Storytelling in Social Media). Netnography was employed as the research design. The data collection involved observing Instagram stories obtained from influencers. The data analysis was conducted using qualitative content analysis (QCA) to identify persuasive elements which inform the construction of the "PEDStiSM" design framework. The design framework is further validated by influencers and social media strategists. The summary of “PEDStiSM” is given as a set of 12 priority-based design principles for ephemeral digital storytelling in social media. This research provides valuable insights for influencers to create persuasive ephemeral digital stories using the "stories" feature in social media. The design framework fills the literature gap by assisting scholars in exploring the persuasiveness of digital stories in social media. By studying persuasive techniques within DST and providing a practical design framework, this research contributes to the development of persuasive storytelling strategies in the digital realm. It recognises the significance of persuasive storytelling in engaging audiences and influencing their behaviour. The research findings benefit content creators, scholars, and social media users by enhancing their understanding and ability to craft persuasive ephemeral digital stories.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Ameer, Fathima Musfira
author_facet	Ameer, Fathima Musfira
author_sort	Ameer, Fathima Musfira
title	A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature
title_short	A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature
title_full	A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature
title_fullStr	A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature
title_full_unstemmed	A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature
title_sort	design framework for persuasive ephemeral digital storytelling in social media (pedstism) through the “stories” feature
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2023
url	https://etd.uum.edu.my/10847/1/permission%20to%20deposit-embargo%206%20months-s827697.pdf https://etd.uum.edu.my/10847/2/s827697_01.pdf https://etd.uum.edu.my/10847/3/s827697_02.pdf
_version_	1794023772719677440

A design framework for persuasive ephemeral digital storytelling in social media (PEDStiSM) through the “stories” feature

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