The business of digital storytelling

Maria Edith Burke (Salford Business School, University of Salford, Greater Manchester, UK)
Simone O'Callaghan (Art & Design, University of Dundee, Dundee, UK)
Michael Quigley (Salford Business School, University of Salford, Greater Manchester, UK)

Journal of Systems and Information Technology

ISSN: 1328-7265

Publication date: 11 November 2013



The aim of this paper is to present case study findings that explore the implementation and use of a low-cost digital technology platform to collect, process and disseminate information in business-to-consumer practices.


The research is interdisciplinary, drawing from a range of backgrounds, the epistemological approach is that of mixed methods, combining both qualitative and quantitative data collection and analysis techniques. Insights are drawn from what emerges from observations arising from the data, rather than starting with a hypothesis and designing the research to test this. The over arching research approach was “action research”. Action research has at its basis the premise of conducting research “in practice”. The “practice” on this occasion was a business practice, implemented in high street estate agents.


This approach to accessing information aids important decision-making in the buying and selling of homes. It allows for mobile augmentation technologies to facilitate a person's presence in the imagined spaces of the advertised properties “for sale”. This has the potential to enable faster, more efficient means of searching for the “right” home to purchase.


This research makes a contribution to the literature by providing empirical evidence regarding the implementation and impact that quick read code digital technologies have on a high street SME. The research showed that statistically more properties were viewed than would have normally been the case, thus whilst not guaranteeing new business, the codes certainly attracted increased attention.



Edith Burke, M., O'Callaghan, S. and Quigley, M. (2013), "The business of digital storytelling", Journal of Systems and Information Technology, Vol. 15 No. 4, pp. 347-367.

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.