STORYTELLING AS A MODERN COMMUNICATIVE PRACTICE OF BRAND DEVELOPMENT MANAGEMENT

Author(s): Nikitina O.O., Shved N.G.

Rubric: Management

DOI: 10.21777/2587-554X-2023-4-75-83

Release: 2023-4 (47)

Pages: 75-83

Keywords: storytelling, digital storytelling, personalized content, interactive content, motivation

Annotation: The article discusses the problems of promoting goods and services during the period of overcoming continuous information flows, and managing consumer behavior through effective communication methods, in particular sto- rytelling. This toolkit simplifies and dynamizes the target group’s perception of messages intended for it, and also helps to prolong their lifespan. The article analyzes current practices of communication with consumers services using storytelling technology and identifies important components that increase the effectiveness of the method, such as: application of consumer behavior trends; focus on authenticity and interactivity of content, use of digital storytelling technologies, etc. The authors also determined which strategic tasks Russian business should use digital storytelling technologies to solve. To achieve the result, the works of various researchers were reviewed to identify promising directions for the development of this technology. The authors also applied methods of systematization and generalization of existing experience on the topic of research and methods of theoretical and practical analysis.

Bibliography: Nikitina O.O., Shved N.G. STORYTELLING AS A MODERN COMMUNICATIVE PRACTICE OF BRAND DEVELOPMENT MANAGEMENT // Economics and Management. – 2023. – № 4 (47). – С. 75-83. doi: 10.21777/2587-554X-2023-4-75-83