Сторітелінг у процесі комерціалізації результатів підприємницької діяльності

Беляк, Євген Вячеславович and Євтушевська, Ольга Володимирівна (2022) Сторітелінг у процесі комерціалізації результатів підприємницької діяльності Економіка та держава (1). pp. 75-78. ISSN 2306-6806

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Abstract

Essence of storytelling under commercialization of enterprise activity results is opened. Storytelling is an ability to use stories to create customers loyalty, fidelity to certain brands. Main tasks of storytelling are purchases stimulation, sharing positive comments with others, spreading values of the brands. Different types of stories are described. Main features of storytelling are lightened. In our opinion, one of the storytelling features is that every narrative has its own structure. Usually, it has three stages: ordinary life, imbalance, normal (or even better) life return. Often imbalance connected with a new product or service emergence. Also there is a correlation between efficiency of storytelling and an area of activity. Some spheres are easier for storytelling, but some of them are more complicated. Using of an opposite emotions in narratives is an interesting feature of storytelling. Of course, positive emotions are considered to be more desirable in commercialization. But sometimes sad and mournful feelings also can be effective to some extent. Role of storytelling under commercialization is sufficient. Many customers tired of traditional product presentations and plotless advertising. So they are looking for new forms of marketing communication. Respectively, storytelling can be very useful due to its validity. To our mind, it is easier to perceive information in a narrative form, although it not always possible. Storytelling has its characteristics in online trade and in TV sales. It can be implemented in contrast approach of advertising. In our opinion, main recommendations as to improvement of storytelling are narratives with simple structure, using of supporting materials and stories with deferred ending. Mainly narratives, which consist of three parts has been used. Images, sounds, light and sometimes even smells can be used as supportive materials. In general, storytelling is one of the most efficient tools of commercialization. However, over time it can partly lost its efficiency. In time consumers can be more critical, more tired of this marketing approach. Usually, fascination and excitement for something are replaced by more skeptical perception due to constant repetition of a same approach. So storytelling should also be in a permanent development.

Item Type:	Article
Uncontrolled Keywords:	storytelling; product commercialization; structure of story; marketing approach; entrepreneurship.
Subjects:	Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Index Copernicus Це архівна тематика Київського університету імені Бориса Грінченка > Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Ольга Володимирівна Євтушевська
Date Deposited:	28 Mar 2023 11:30
Last Modified:	28 Mar 2023 11:30
URI:	https://elibrary.kubg.edu.ua/id/eprint/44582

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