The Problem of Organizing a Dialogue between a Company and Its Target Audience in Digital Society via Storytelling

Abstract

The paper deals with the problem of constructing a dialogical relationship between a brand and its target audience based on the study of needs of both the brand and the consumer in a trusting relationship as a guarantee of the sustainability of the company’s development. Based on the study of storytelling as a technology for organizing communication in digital space, the difficulties of brand communication management are revealed. And at the same time, it is proved that it is stories that inspire more trust in the audience, since they allow to create conditions for understanding oneself and the "Other". For the target audience this is primarily understanding of oneself as the "Other".