An appraisal of digital storytelling as a tool for brand engagement: A case study of UBA Plc in Kano State
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Background of the Study
Digital storytelling is a modern marketing strategy that leverages narrative techniques to create engaging and meaningful content across digital platforms. It combines visual, audio, and textual elements to tell stories that resonate emotionally with audiences, ultimately enhancing brand engagement and customer loyalty (Olawale & Musa, 2024).
The United Bank for Africa (UBA) Plc, a leading Nigerian bank, has embraced digital storytelling to enhance its brand image and foster stronger relationships with customers. Through platforms like social media, blogs, and videos, UBA has successfully utilized storytelling to communicate its values, customer success stories, and innovative financial products (Abubakar & Yusuf, 2023).
In Kano State, where cultural narratives and storytelling traditions are prominent, UBA’s digital storytelling approach could have a significant impact on customer engagement. This study explores the effectiveness of digital storytelling in driving brand engagement for UBA in Kano State.
Statement of the Problem
While digital storytelling has been widely recognized as an effective marketing tool, its impact on brand engagement in Kano State remains unclear. The influence of factors such as digital literacy, cultural relevance, and consumer trust needs to be better understood to optimize storytelling strategies for brand engagement (Ibrahim & Usman, 2024).
This study evaluates how UBA’s use of digital storytelling influences customer engagement and brand perception in Kano State.
Objectives of the Study
- To evaluate the effectiveness of digital storytelling in enhancing brand engagement for UBA Plc in Kano State.
- To identify the factors that contribute to successful digital storytelling campaigns.
- To recommend strategies for optimizing digital storytelling to improve brand engagement.
Research Questions
- How effective is digital storytelling in enhancing brand engagement for UBA Plc in Kano State?
- What factors influence the success of digital storytelling in the region?
- How can UBA Plc optimize its digital storytelling strategies for greater brand engagement?
Research Hypotheses
- Digital storytelling significantly enhances brand engagement for UBA Plc in Kano State.
- Cultural relevance and digital literacy influence the effectiveness of digital storytelling campaigns.
- Optimized digital storytelling strategies increase consumer engagement and brand loyalty.
Scope and Limitations of the Study
This study focuses on the impact of digital storytelling on brand engagement for UBA Plc in Kano State. It excludes other marketing strategies and does not explore long-term brand loyalty effects.
Definitions of Terms
- Digital Storytelling: A marketing strategy that uses narratives across digital platforms to engage and connect with audiences.
- Brand Engagement: The level of emotional and interactive connection that consumers have with a brand.
Consumer Trust: The confidence that consumers place in a brand’s promises and values.
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