[Commlist] EUKO 2025 CfP -- European Cultures in Business Communication

*DEADLINE EXTENDED TO 15 AUGUST 2025*

*European Cultures in Business Communication (EUKO)*

London, United Kingdom, 23 – 25 October 2025

_Call for Papers_

Storytelling: The power of stories and narratives in business 
communication and media discourses

Storytelling is a cornerstone of human culture, from ancient oral 
traditions to modern media. It is a fundamental aspect of human 
communication, deeply rooted in our history and psychology. Engaging 
narratives can synchronise the brains of the storyteller and the 
audience, creating a shared experience. This phenomenon, known as the 
/transportation-imagery model/, allows audiences to immerse themselves 
in the story, altering their perceptions and attitudes. Additionally, 
prototypical narratives can emerge in society, shaping how new phenomena 
and future developments are addressed from a culturally sensitive 
perspective.

In business communication, storytelling is used to create emotional 
connections with audiences, whether that’s consumers, employees, 
investors, or other stakeholders. (Branded) storytelling transcends 
traditional promotional communications by crafting compelling narratives 
that resonate on a deeper level. By understanding and harnessing the 
psychological and emotional aspects of storytelling, brands can create 
advertisements and other communications that not only capture attention, 
but also foster engagement and long-term loyalty. As people increasingly 
reject overtly commercial messages, seeking authentic and meaningful 
interactions with brands, the role of storytelling is critical to 
business success. On a broader level, media plays a crucial role in 
forming narratives, providing a backdrop against which specific 
storytelling for target audiences can emerge.

This year’s EUKO conference aims to uncover the mechanisms through which 
storytelling, in its broadest sense, impacts audiences and enhances 
business communication. It will provide insights for both academics and 
industry professionals to craft the next generation of compelling 
narratives that resonate with those consuming them.

We welcome presentations that investigate various aspects of 
storytelling, including but not limited to:

  * Theoretical frameworks and models of storytelling in branding and
    business relationships
  * Case studies of (un-)successful storytelling in business communication
  * Visual storytelling (e.g., storytelling as part of brand design)
  * Generational storytelling – stories for Millennials, Gen Z, Gen
    Alpha, etc.
  * Cultural and intercultural dimensions of storytelling
  * Digital storytelling and its influence on brand perception and
    customer relationship
  * Narratives on AI in societal developments
  * New technology and storytelling (e.g., Virtual Reality as a tool for
    immersive branded storytelling; The impact of AI on branded
    storytelling through personalised communication)
  * Storytelling as part of anti-advertising and disruptive design
  * Data-driven storytelling
  * Storytelling and law
  * Storytelling in entrepreneurial branding (e.g., founder stories)
  * Internal communication – stories told within organisations
  * Storytelling and Employer Branding
  * Storytelling as method for (market) research
  * Storytelling as part of content marketing
  * Storytelling for services and service management
  * Storytelling in a B2B / C2C context
  * The psychology of storytelling – creating impactful and memorable
    communication
  * Genre and narrative types of storytelling in business communication
  * Storytelling for equity, diversity and inclusion (EDI)
  * Ethical considerations in storytelling

We welcome contributions from all academic disciplines. We are 
particularly looking forward to presentations that bridge research and 
practice, as this year’s EUKO is a dedicated *Knowledge Exchange* event. 
We therefore encourage contributions from brands, agencies and 
freelancers to share their industry insights via case studies, client 
work and/or live projects. Our aim is to bring together diverse 
perspectives and insights from scholars, practitioners and industry 
experts to advance the understanding of how storytelling can shape and 
enhance business communication and audience engagement.

Individual and panel contributions are welcome. EUKO membership is not 
required for submission, presentation, or participation. *Please send 
abstracts of 2,000 to 3,000 characters (including spaces) by 15 August 
2025 to **(EUKO2025 /at/ uwl.ac.uk)* <mailto:(EUKO2025 /at/ uwl.ac.uk)>

We look forward to your contributions and to the stimulating discussions 
that will emerge from this exploration of storytelling.

Check out EUKO 2025’s conference website 
<https://www.uwl.ac.uk/whats-on/euko-annual-conference-2025-storytelling-business-communication>

Website: https://www.uwl.ac.uk/whats-on/euko-annual-conference-2025-storytelling-business-communication


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