H 公司是一間營養產品的直接銷售公司，該公司面臨各種醜聞:銷售手法被稱為 「層壓式推銷」、被質疑的產品品質、對人體有機體有潛在危害的產品。然而， H 公司仍每年繼續吸引成千上萬的新的銷售員和顧客。
因此，本研究的目的是釐清儘管有負面反饋但仍促使這些人加入該公司的因素， 了解 H 公司的品牌故事如何吸引人，以及多層次傳銷如何幫助 H 公司創作和傳播
品牌故事。
本研究將透過定性研究找到此問題的答案。藉由與現任的銷售員和以前的顧客的 個人採訪了解他們在 H 公司發展的動力和抱負。此外,作者本人在 H 公司經驗的 納入為這項研究帶來了新的觀點。
訪問中所蒐集到的回答顯示出反覆出現的因素，例如需要團結、成為團體的一份 子、對社會和身體發展的渴望、自由、自己的時間、獨立、共同價值觀的渴望以 及對名人和科學的吸引力也是賦予品牌更高信譽的因素。
品牌創造者利用精心創作的故事和見證以及每個銷售員的親身經歷，這些故事都
可以用來販售夢想和激勵、鼓舞新顧客，結果都清楚地說明了 H 公司具有改變生 命的力量。
此外,多層次傳銷創建了一系列的人脈，這些人脈透過不可置信的故事開始從銷 售員的親密朋友擴散出去。接著，藉由非常友善和訓練有素的銷售員來尋找想成 功、被認可和健康的生活方式的顧客 進而讓顧客變得忠誠、輕鬆地信任和購買
產品。

H company is a direct sales company in nutrition products that had to face various scandals regarding its sales practices accused of being a “pyramidal scheme” as well as questioning the quality of its products and their potential harmfulness to the human organism. However, it continues to attract thousands of new distributors and consumers every year.
The objective of this study is therefore to identify the factors that push these people to join this company despite its negative feedback, to understand how the stories of the brand attract, and how multi-level marketing helps to create and transmit those ones. Qualitative research was chosen in order to find answers to these questions. Current and former customers but also distributors developed their motivation and aspirations at H company through individual interviews. My own experience was also taken into account to bring a new perspective to this study.
The answers gathered show recurring factors such as the need for solidarity, to be part of a community, a desire for social and physical development, freedom and time for oneself, independence then common values. The appeal to celebrities and science are also factors that give the brand more credibility.
The stories and testimonies crafted by the brand’s creators and every distributor’s own experience allow to sell dream, motivate and inspire new clients because these ones clearly explain H company has the power to change their lives. Besides, multi-level marketing creates a succession of networks which start from the close friends of distributors, spreading thanks to incredible stories. Then, by staging very friendly and well-trained sellers who are looking for success, recognition and a healthy lifestyle, clients become loyal, easily trust and purchase.

Table of contents
Validation Letter...........................................................................................i
中文摘要.......................................................................................................ii
Abstract........................................................................................................iii
1. INTRODUCTION...................................................................................................1
2. LITERATURE REVIEW ....................................................................................... 4
2.1. MULTI-LEVEL MARKETING ................................................................................. 4
2.2 STORYTELLING..................................................................................................... 5
2.2.1. Origins ...................................................................................................................5
2.2.2. Storytelling in Marketing.........................................................................................7
2.2.3. Why is this communication technique so powerful? .................................................8
2.3. THE WELLNESS INDUSTRY.................................................................................. 10
2.4. MAGIC, RELIGION, AND SUPERSTITION IN MEDICINE ............................................. 12
3. METHODOLOGY................................................................................................17
3.1. THE QUALITATIVE APPROACH ............................................................................ 17
3.2. FORMS AND LIMITS OF THIS APPROACH............................................................... 17
3.3. DATA COLLECTION ............................................................................................ 17
3.4. OBSERVED AND INTERVIEWED POPULATION ....................................................... 18
3.5. ABOUT THE INTERVIEWEES ................................................................................ 19
3.6. COLLECTING METHOD AND DATA PROCESSING.................................................... 19
4. DESCRIPTION AND ANALYSIS ....................................................................... 21
4.1. HELP OTHERS .................................................................................................... 21
4.2. CHANGE SOCIAL STATUS AND APPEARANCE........................................................ 25
4.3. MORE TIME, FREEDOM AND MONEY.................................................................... 30
4.4. CELEBRITIES AND TRUST.................................................................................... 33
4.5. BOOKLET .......................................................................................................... 35
4.6. SCIENCE ............................................................................................................ 40
4.7. VALUES ............................................................................................................ 41
4.8. REPUTATION ..................................................................................................... 43
5. CONCLUSION ..................................................................................................... 44
REFERENCES ......................................................................................................... 46
APPENDIX ............................................................................................................... 51

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