TY - GEN A1 - Pawiński, Paweł A2 - Rozbicka, Patrycja A2 - Kokowicz, Dorota PB - Wydawnictwo Uniwersytetu Wrocławskiego N2 - 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. L1 - http://repozytorium.uni.wroc.pl/Content/137397/PDF/06_P_Pawinski_Opowiesc_jako_narzedzie_angazowania_marek_i_ich_odbiorcow.pdf CY - Wrocław L2 - http://repozytorium.uni.wroc.pl/Content/137397 PY - 2021 KW - story KW - storytelling KW - storydoing KW - engagement KW - corporate social responsibility T1 - Opowieść jako narzędzie angażowania marek i ich odbiorców UR - http://repozytorium.uni.wroc.pl/dlibra/publication/edition/137397 ER -