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 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.