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Educational Programme
Final Grade
Year of Graduation
Natalia Spiridonova
Storytelling as a Tool of Building Customer Loyalty to Brand
Integrated Communications
(Master’s programme)
In this research we set the following objective: to determine the influence of storytelling on the building customer loyalty to the brand and determine what is the impact of storytelling on the level of engagement of the brand audience.

The object of this study is storytelling as a tool.

The subject of the study is its influence on the bulding of brand consumers ' loyalty.

This was done through answering the five research questions:

RQ1: How does the use of storytelling in publications affect brand loyalty?

RQ2: Does the presence of storytelling correlate with the size of the share of promoters?

RQ3: Does the presence of storytelling correlate with the size of the share of critics (detractors)?

RQ4: How does the level of loyalty to the brand depend on probability of purchase?

RQ5: Does the presence of storytelling in the publication correlate with the number of comments, reposts and likes?

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