THE ROLE OF STORYTELLING IN STRATEGIC MARKETING COMMUNICATIONS OF BUSINESS

Abstract

The article is devoted to the study of the role of storytelling as a tool of strategic marketing communications in business, taking into account the level of market saturation. The purpose of the study is to analyze the psychological mechanisms of storytelling's influence on the consumer and to determine the features of its strategic application in the oversaturated American and undersaturated Ukrainian markets. In the course of the scientific study, general scientific methods of cognition were used: analysis, synthesis, comparison, systematization, generalization, deduction and induction. The effectiveness of storytelling in strategic marketing is determined by its ability to influence the emotional and cognitive perception of the brand, and narrative immersion and emotional resonance provide a sense of trust in the business. The results of the study showed that using storytelling in marketing, information is obtained that is very quickly remembered and is subject to weak critical thinking. This means that the psychological effect is enhanced if the narrative is unique and meets the expectations of the audience. If we talk about the USA and, in particular, the oversaturated business market, it becomes clear that such technology is capable of building a multi-level competitive strategy, which is primarily focused on capturing the viewer's attention, as well as on developing interactive interaction with the audience. Therefore, companies use, first of all, emotionally rich, and secondly, personalized stories, which allow to significantly increase the effectiveness of advertising. In the Ukrainian market environment, storytelling mainly performs the function of explaining and legitimizing the brand: it contributes to the formation of its basic identity, establishing an initial level of trust and emphasizing the social role of the business. Thus, it is proven that the specifics of the market directly determine the strategic tasks of storytelling. In Ukraine, it focuses on image construction and primary positioning, while in the USA - on in-depth emotional involvement, audience retention and building long-term relationships with the brand. The practical value of the study lies in substantiating the possibilities of using storytelling as a flexible tool of strategic marketing, taking into account the characteristics of a specific market environment.

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