Schadenberg, Dana (2020) Stories of Sustainability; Adapting to audiences, mere marketing or a strategy for legitimation? The role of web-shops for second-hand stores. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
This research has investigated how storytelling on the web-shop of a sustainable second-hand store functions as a legitimization strategy. It has done so by interviewing six high-positioned actors of second-hand stores that have sustainable value creation at their chore and have a webshop. This research has added to the body of literature on legitimacy and more specifically cultural entrepreneurship, which holds that entrepreneurs can actively gain and maintain legitimacy. One way to do so is through storytelling. It was found that the webshop is not used as a site for storytelling the mission of the store but is rather a stage for specific products that tell a story of trendy, adventurous shopping. This attracts a customer segment to the store that conventionally does not shop there. Thus, this research concludes that to a certain extent second-hand stores engage in storytelling through their web-shop to legitimize themselves to a particular audience.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Polen, J. van |
| Date Deposited: | 16 Jun 2020 13:11 |
| Last Modified: | 16 Jun 2020 13:11 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/31 |
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