The viability of storytelling by using cartoon media for marketing communication in Thailand business

Storytelling is the process of telling the content or story. Storytelling aims to make the audience understand what the narrator wants to convey, make the audience experience the narrative content, remember the storytellers' content or the main message, and finally, make the audience willing to tell the message or experience to others. Today, the role of storytelling exists in not only the entertainment and advertising industries, but it also plays a role in marketing communication and public relations strategies for creating memorable content for businesses in a wide variety of other industries. For example, cartoon characters and avatars have been extensively used in storytelling within industries primarily in advertising and the public relations process. However, the effectiveness of the use of storytelling tools in both private and public sectors as a marketing communication tool remains under-examined.This research aims to investigate the business opportunities that may exist, or be created, in both the public and private sectors by incorporating storytelling into general marketing communication of businesses, to give value and added memorability to businesses' brands, products, and services. In-depth interviews with both experts in marketing businesses and academia have been undertaken as part of this research. The results show that storytelling can have a significant and essential role to play in not only cartoon entertainment businesses but also in other businesses. Storytelling has two main roles in the marketing communication process. The first role of storying is a way to communicate with the target consumers. A second role is a tool for creating additional value and memorability in brands, products, and services, especially for consumers.