@misc{Pawiński_Paweł_Opowieść_2021,
 author={Pawiński, Paweł},
 copyright={Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o., Wrocław 2021},
 copyright={Copyright by CNS},
 address={Wrocław},
 howpublished={online},
 year={2021},
 publisher={Wydawnictwo Uniwersytetu Wrocławskiego},
 language={pol},
 abstract={The paper reconstructs marketing approaches focused on storytelling and presents their possible practical consequences and applications, developed on the basis of the narrative turn in humanities, as well as marketing effectiveness research about an impact of promotional communication on consumer and non-consumer decisions. The main part focuses on the analysis of the storydoing concept — particular extension of the storytelling perspective that gives a chance to create a wider platform for engaging with consumers/audience, and could be treated as a set of assumptions organizing the non-commercial activities of a brand and/or organization.},
 title={Opowieść jako narzędzie angażowania marek i ich odbiorców},
 type={text},
 keywords={story, storytelling, storydoing, engagement, corporate social responsibility},
}