This article further broadens the understanding of ISIS propaganda and its effectiveness by looking at the group's social media through the prism of marketing. The group was found to rely on a narrative type of advertising while creating its propaganda. Specifically, ISIS was using stories to appeal to its recruits' emotions and desires. The use of stories helped ISIS to establish a strong connection with its target audience, and increased the group's success in promoting its ideas.Newman, Jeffrey Ian Ross and others, refers to the notion of "root causes", and argues that there are specific problems and factors existing in society that provoke the emergence of terrorist groups, as people see terrorism as the only way to resolve existing grievances. 2 Several researchers -for example, Louise Richardson, ClarkMcCauley, and Sofia Moskalenko -refer to psychological and emotional motivations (such as revenge, "the power of love", and others). 3 Mark Sageman and Quintan Wiktorowicz similarly argue that many people become terrorists because they look for social connection, and normally already have either a friend or family member in the group. 4 Specifically in relation to jihadism, Olivier Roy and Farhad Khosrokhavar argue that this phenomenon emerged as many young Muslims felt alienated and discriminated in Western countries, and used radical Islam and, consequently, jihadist groups as an escape gate from the unhappy reality in which they lived. 5 A lot of researchers, while considering the problem of terrorism recruitment, have focused primarily on the "object" of recruitment, i.e. a potential terrorist.However, undoubtedly, if some people were just prone to become terrorists based on personal issues, terrorist groups would not have to put so much effort into creating propaganda. This became particularly evident in the case of ISIS, the success of which is often attributed to the specific characteristics of its propaganda. In the past six years, 2