Storytelling in Modern Marketing: Theoretical Aspects and Research Results

Anastasiya Yu. Rudanina –Liberal Arts University – University for Humanities (Yekaterinburg), Natalia V. Khmelkova –Liberal Arts University – University for Humanities (Yekaterinburg)
Year: 2022
DOI:
UDK: 339.138
Pages: 15-21
Language: russian
Section: Economics
Keywords: storytelling, story, marketing, advertising, sales
Abstract
he paper considers the theoretical aspects of storytelling in modern marketing, such as the rules for writing stories, various advertising channels of storytelling, its advantages and disadvantages. The practical part presents the results of the author's marketing research aimed at studying the level of trust in advertising in the storytelling format.
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