Abstract:
With digitalization, marketing has shifted from traditional methods to storytelling-based strategies that build brand identity. The "Story Maker" concept allows brands to connect more deeply with their audiences. This research explores how this concept influences consumer behavior, drives engagement and strengthens brand identity. Case studies from e-commerce giants such as Temu and SHEIN reveal how ads appearing in story feeds boost sales but also risk irritating users. While this strategy increases short-term conversions, brands must balance aggressive promotion with genuine engagement to ensure long-term digital marketing success. CZU: 339.138:659.1.013; JEL: M37
Description:
MORARU, Valeria. The Impact of the Story Maker in Social Media Marketing Strategies = Impactul Story Maker-ului în strategiile de social media marketing. Online. Coord. șt.: Liliana SAHARNEAN. In: Simpozionul Ştiinţific cu participare internaţională al Tinerilor Cercetători. Ediţia a 23-a: Lucrări ştiinţifice, 11-12 aprilie 2025. Chişinău: SEP ASEM, 2025, vol. 1, pp. 165-167. ISBN 978-9975-168-36-6 (PDF). Disponibil: https://doi.org/10.53486/sstc2025.v1.37
