Digital storytelling – narracje marek w mediach społecznościowych (analiza na przykładzie marki "Vianek")

Marta Chorna

doi:10.18778/8220-710-1

Digital storytelling - brand narratives in social media (analysis based on the example of the "Vianek" brand)

Marta Chorna

Maria Curie-Skłodowska University

Publication:

Linguistic creativity in marketing

Pages: 229-242

DOI: https://doi.org/10.18778/8220-710-1.14

Keywords: real-time marketing, storytelling, marketing, advertising, news service, creativity, media studies

Published: 18 January 2022

Categories: Polish philology, Open Access

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The article is an attempt to introduce the concept of digital storytelling, which brands are increasingly using in social media. I analyzed the messages of the Polish natural cosmetics company Vianek. The aim of the study is to show how brands use narrative marketing and how to build their narrative around ecology. This analysis concerns posts and stories posted on the Instagram platform and reflect the main topic, which is digital storytelling.

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Chorna, Marta. 2022. “Digital Storytelling - Brand Narratives in Social Media (analysis Based on the Example of the ‘Vianek’ Brand)”. In Linguistic Creativity in Marketing, edited by Katarzyna Burska and Bartłomiej Cieśla, 229-42. Poland: Lodz University Press. https://doi.org/10.18778/8220-710-1.14.