Perception of Storytelling as a Marketing Tool among Millennials

Storytelling is a technique in marketing strategies and techniques which allow transforming commercials into real-life stories, encouraging people to understand the characters involved in the plot and imbue them with sympathy, which, accordingly, can contribute to a better brand awareness. The study is aimed at researching the perception and attitude of millennials to storytelling in advertising. In the study both qualitative and quantitative methods to collect data were applied. First of all, in-depth interview was conducted, after which all answers were transcribed into coding matrix using content analysis. Selected as the most frequently mentioned results became the basement for questionnaire structure and hypothesis creation. The survey results were interpreted in order to identify general quantitative trends, as well as to refute or confirm the previously formulated hypotheses. According to the results of the study, those advertisements were identified that produce the greatest impression on the respondents, and these were commercials with storytelling. Furthermore, among advertisements with a story and characters, the commercial that the millennials enjoyed the most and caused the greatest range of emotions was found. However, this does not help significantly change the opinion of the company or arouse interest in brand products, as the survey conducted in the study showed. The study contribution is the research of the market of marketing tools on the example of storytelling and creating the background for future research in this field. Key words: storytelling, perception, emotions, feelings, marketing, tool, millennials.