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Institutional Storytelling as a Catalyst for Identity Transformation and Social Change

Anne Hamby et al.

Journal of Macromarketing2026https://doi.org/10.1177/02761467261417522article
AJG 2ABDC A
Weight
0.50

Abstract

Institutional storytelling is an increasingly prominent communication strategy, yet research has primarily focused on how institutions tell stories to individuals rather than how they can elicit stories from individuals. This conceptual paper explores the identity-shaping potential of institution-initiated storytelling, positioning it as a transformative communication process that operates across micro (individual), meso (peer/community), and macro (cultural) levels. Drawing from research on narrative identity, self-persuasion, and macromarketing systems, we develop a framework showing how storytelling fosters self-reflection, professional identity development, and social belonging, while also influencing collective norms and cultural narratives. To ground this framework, we provide an illustrative case study of a storytelling intervention designed to strengthen STEM identity and reduce impostorism among graduate students. Findings suggest that institutional storytelling can be a powerful mechanism for empowerment and social change, but also reveal its complexity, highlighting the importance of ethical and inclusive design in storytelling practice.

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https://doi.org/https://doi.org/10.1177/02761467261417522

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@article{anne2026,
  title        = {{Institutional Storytelling as a Catalyst for Identity Transformation and Social Change}},
  author       = {Anne Hamby et al.},
  journal      = {Journal of Macromarketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/02761467261417522},
}

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Institutional Storytelling as a Catalyst for Identity Transformation and Social Change

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.