Storytelling in Contemporary Marketing Communication: Forms, Impact and Technological Integration

Storytelling has emerged as a vital communication tool within contemporary marketing practices. This paper explores the significance, structure, and various formats of storytelling, emphasizing its psychological effects on consumer behavior. Additionally, it examines the integration of emerging technologies such as artificial intelligence (AI), virtual reality (VR), augmented reality (AR), and the Metaverse in narrative marketing strategies. Empirical studies and scholarly insights demonstrate storytelling’s potential to evoke emotional responses, enhance memory retention, and shape customer perceptions, loyalty, and purchasing decisions. Our study focuses on the field of electric vehicles and electric cars. These are current phenomena and undoubtedly a very important trend in the automotive industry for the future. The aim of our study is to detect where people get information about electric vehicles and electro mobility from, what specific types of information interest them and what their content preferences are. The results of the study provide a comprehensive overview of how the Czech public approaches the topic of electro mobility in terms of communication and awareness, and can serve as a basis for targeting communication strategies, awareness campaigns and marketing activities in the field of sustainable mobility.