Industrial Engineering and Management
Vol. 37 No. 06 (2022): Proceedings of the Faculty of Technical Sciences
STORYTELLING AS AN EFFECTIVE COMMUNICATION STRATEGY
Abstract
The paper analyzes the use of storytelling, as a way of presenting a journalistic story, and method of marketing communication. The principles of storytelling development in journalism are communication tools that can be used to achieve both commercial and social goals. The research was focused on viral advertisements based on storytelling and using storytelling as an effective strategic tool of communication with the audience.
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