STORIES FASCINATE AND CONNECT: STORYTELLING AS A STRATEGIC TOOL IN SELLING ACCOUNTING SERVICES IN THE DIGITAL AGE

Abstract

In an increasingly competitive market surrounded by digital platforms, the use of marketing tools that influence the connectivity between the consumer and the product, such as storytelling, becomes a strategic differentiator, especially in the offering of more complex and less attractive services, such as accounting. Based on this premise, this research asks: How can the use of storytelling influence accounting marketing on social media? Therefore, the objective of this research is to analyze how the use of storytelling can influence accounting marketing on social media. Specific objectives include: identifying the main challenges faced by professionals in the field when offering their services and evaluating the capacity of storytelling to influence the offering of an intangible service, such as accounting. A qualitative approach, with an exploratory and descriptive character, was used in its elaboration, formulated from a documentary and bibliographic survey of authors in the fields of digital communication, storytelling, accounting, and accounting marketing. Finally, according to the study, it is possible to identify that well-structured narratives strengthen the bond with the consumer on digital platforms, helping to consolidate the sale of accounting services through the internet.