An examination of the role of digital storytelling in modern brand communication: A study of a startup in Ibadan, Nigeria.
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Background of the study:
Digital storytelling has revolutionized brand communication by enabling startups to convey compelling narratives that resonate with audiences. In Ibadan, emerging startups are harnessing digital platforms to share authentic stories that highlight their mission, values, and innovations. This approach involves integrating multimedia elements such as videos, blogs, and social media posts to craft engaging content that fosters emotional connections with consumers (Folorunsho, 2023). The study examines how digital storytelling can humanize a brand, build trust, and differentiate a startup in a competitive market. It explores various storytelling techniques, including the use of customer testimonials, founder narratives, and behind-the-scenes content, which help demystify the brand and create a loyal community of supporters. Moreover, the research considers the challenges startups face in maintaining narrative consistency and authenticity amidst rapid digital trends. By analyzing case studies and performance metrics, this study aims to provide a deeper understanding of how digital storytelling influences brand perception and drives consumer engagement in modern marketing contexts (Babatunde, 2024).
Statement of the problem:
Startups in Ibadan often struggle to establish a distinctive brand identity in a crowded digital landscape. Although digital storytelling offers a powerful means to connect with audiences, many startups lack the resources or expertise to craft authentic narratives that truly resonate with consumers. This disconnect can lead to weak brand differentiation and limited market penetration. This study seeks to address these challenges by evaluating the effectiveness of digital storytelling in modern brand communication and identifying best practices to overcome narrative inconsistencies (Folorunsho, 2023).
Objectives of the study:
To evaluate the impact of digital storytelling on brand communication.
To identify effective storytelling techniques that enhance consumer engagement.
To recommend strategies for startups to improve narrative authenticity and consistency.
Research questions:
How does digital storytelling influence consumer perception of a brand?
What storytelling techniques are most effective for startups?
What challenges do startups face in implementing digital storytelling, and how can they overcome them?
Significance of the study:
This study is significant as it provides valuable insights into the role of digital storytelling in building strong, authentic brands. The findings will help startups in Ibadan develop compelling narratives that engage audiences and drive long-term brand loyalty, contributing to competitive differentiation in the digital era (Folorunsho, 2023; Babatunde, 2024).
Scope and limitations of the study:
This study is limited to examining digital storytelling practices for a startup in Ibadan and does not extend to traditional marketing methods.
Definitions of terms:
Digital storytelling: The use of digital media to craft and share brand narratives.
Brand communication: The methods by which a brand conveys its identity and values.
Startup: A newly established company focused on innovation and rapid growth.
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