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Storytelling as a Way to Involve the Audience in Charity Advertising Campaigns

Student: Syuzanna Aguzumtsyan

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

Currently, the process of storytelling, as a way of influencing consumer behavior, takes a special place in scientific research in the field of marketing. Now the effective use of knowledge about a person's personality prevails over the traditional mechanisms that were used in marketing earlier. Theoretical research makes it easier for companies to put storytelling into practice by focusing directly on consumer needs to drive profit and build a positive brand image.

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