Story as an engagement tool for brands and audiences

Abstract

Abstract: The paper reconstructs marketing approaches focused on storytelling and presents their possible practical consequences and applications, developed on the basis of the narrative turn in humanities, as well as marketing effectiveness research about an impact of promotional comunication on consumer and non-consumer decisions. The main part focuses on the analysis of the storydoing concept — particular extension of the storytelling perspective that gives a chance to create a wider platform for engaging with consumers/audience, and could be treated as a set of assumptions organizing the non-commercial activities of a brand and/or organization.