Digital Storytelling as a Solution to Destigmatize Products: Case of Women Lingerie from India

Abstract

Purpose- The objective of the study is to develop a framework explaining digital storytelling as a solution to communicating about stigmatized products. In this study, women's lingerie was taken as the stigmatized product category. Method- The study was conducted in three phases; the first phase included an in depth study of websites and online communication of lingerie brands, the second phase comprised of netnography where the women consumers were studied and the third phase included in depth interviews of women consumers along with projective techniques. Findings- The major contribution of this research is the creation of a comprehensive framework based on stigmatization and storytelling. This study demonstrates the process of storytelling and how every part of the story can be managed with the stigma associated with the product. Additionally, the study also provides the features that each stage of the story should imbibe and manage different elements of the stigma. Limitations- The study is qualitative in nature. Hence, for generalizability, another quantitative research can be conducted. Further, the present study was undertaken in the collectivistic culture in the Indian context. Thus, different research can be conducted to understand the varied culture and the values of the consumers. Implications/recommendations- The study would help the brand communicate effectively to the consumers and destigmatize the products. Further, it will also help understand the way in which every feature of the story needs to be managed and issues be addressed effectively by the brand. The study has also proposed a theoretical framework by using the concepts of stigma and storytelling. Hence, the study has helped add to new knowledge in allied areas. Originality/contribution- Storytelling is a partly historical form of learning which facilitates communication. This storytelling is used by brands and organizations to connect with the consumers primarily by digital platforms. Thus, digital narratives and stories are developed which are relevant for the consumers. There is a dearth of literature on digital storytelling primarily in the context of stigmatized products such as lingerie for women. There are a few papers on digital storytelling and stigmatized products. But, there is no research that integrates these two areas and provides a comprehensive solution for this important dimension.