The Use of Storytelling in Creating the Brand Image in Social Media Cover Image

Wykorzystanie storytelling w kreowaniu wizerunku marki w social media
The Use of Storytelling in Creating the Brand Image in Social Media

Author(s): Kinga Stopczyńska
Subject(s): Media studies, Social Informatics, Marketing / Advertising
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: storytelling; communication; social media; image;

Summary/Abstract: This article aims to analyse the phenomenon of the use of storytelling to create an image of brands using it in the social media space. The author led the argument based on the literature on the subject, case studies from market practice, and participatory observation of phenomena in social media. Almost every one of us accustomed to a quick access to news from the market, we want to be up to date and we want to be involved in creating such information. Very often we have to use new technologies such as the Internet but not only in its static version but static and mobile. This means that brands need to realise the fact that their involvement requires almost 24/7 contact with the customer. Their stories, which are created, need to find fertile ground on which they will be distributed. A great tool that seems to be so predisposed from every point of view is social media. In themselves, they have the character so strongly engaged in putting their content of this nature will further strengthen the brand message. Storytelling gives brands the possibilities, that frequently have used buzz marketing, now have found their application in the next tool, which, though still is considered quite innovative, and have been willingly used by the strongest brand in the world, while getting bolder implications this tool for image-building activities smaller entities. The article contains compilations of literature with case studies relating to various theories.

  • Issue Year: 362/2016
  • Issue No: 3
  • Page Range: 317-328
  • Page Count: 12
  • Language: Polish