| Abstract [eng] |
In the modern market, storytelling, is becoming increasingly effective in the context of social networks, where a strong emotional connection is created between the consumer and the brand. This aims to increase consumer involvement and encourage purchasing decisions. However, there has not been sufficient research on how different storytelling elements and consumers‘ emotional responses affect purchasing decisions, especially in the social media environment. Therefore, the analysis of this topic is relevant form both a theoretical and practical perspective. |
