What Makes a Good Story - The Use and Acceptance of Storytelling in Business Intelligence

Abstract

In the age of big data and analytics, the constantly growing complexity of information requires its suitable visualization. As an increasingly popular visualization technique, storytelling supports the successful discovery, presentation, and communication. However, a scientific discussion about the role of storytelling in Business Intelligence (BI) is still missing. Therefore, we consider it as beneficial to investigate this quite young phenomenon and its characteristics in more detail. In the paper we present a morphological box for storytelling in BI based on the results of an extensive literature review. In addition, we were interested to what extent BI users utilize and accept the storytelling concept. We have answered this research question by analyzing the use and acceptance of the storytelling feature in BI tools by adapting the Unified Theory of Acceptance and Use of Technology (UTAUT).