The impact of interactive digital storytelling on brand engagement: An evaluation of a heritage tourism company in Kaduna, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Interactive digital storytelling combines narrative techniques with interactive media to create engaging brand experiences. For heritage tourism companies in Kaduna, this approach offers a unique way to convey rich cultural narratives and historical insights that resonate with travelers (Ibrahim, 2023). This study evaluates the impact of interactive digital storytelling on brand engagement by analyzing how immersive content—such as virtual tours, interactive timelines, and multimedia storytelling—enhances consumer interaction and emotional connection. The research investigates the role of storytelling in reinforcing brand identity, increasing website dwell time, and encouraging social sharing (Adebayo, 2024). By integrating user feedback and engagement metrics, the study aims to determine the effectiveness of these storytelling techniques in differentiating a heritage tourism brand in a competitive market. Challenges such as content authenticity, technological barriers, and audience accessibility are also examined. The outcomes are expected to provide actionable recommendations for optimizing digital storytelling strategies to drive higher engagement and strengthen brand loyalty (Okeke, 2024).
Statement of the problem
Heritage tourism companies in Kaduna face challenges in capturing and maintaining consumer engagement through digital storytelling. Although interactive narratives can evoke emotional responses and enhance brand identity, issues such as technological complexity, inconsistent storytelling quality, and content overload may reduce overall effectiveness (Chinwe, 2023). The lack of a standardized framework for measuring the impact of digital storytelling on brand engagement further complicates the evaluation process. This study seeks to address these challenges by examining how interactive digital storytelling influences consumer engagement and by identifying the key factors that contribute to a compelling storytelling experience, thereby guiding improvements in digital marketing strategies.
Objectives of the study:
To evaluate the impact of interactive digital storytelling on brand engagement.
To identify key factors that drive effective storytelling.
To recommend strategies for enhancing interactive storytelling in heritage tourism.
Research questions:
How does interactive digital storytelling affect brand engagement?
What storytelling elements most significantly drive consumer interaction?
How can heritage tourism companies optimize digital storytelling for improved engagement?
Significance of the study
This study is significant for heritage tourism marketers by demonstrating the potential of interactive digital storytelling to enhance brand engagement. Its findings will guide the creation of immersive and authentic narratives that resonate with target audiences, ultimately driving visitor interest and loyalty. Contributing to digital marketing literature, the research offers practical recommendations for leveraging storytelling to differentiate heritage tourism brands in competitive markets.
Scope and limitations of the study:
This study is limited to evaluating interactive digital storytelling for a heritage tourism company in Kaduna, Nigeria, and does not extend to other industries or offline storytelling methods.
Definitions of terms:
Interactive Digital Storytelling: The integration of narrative content with interactive digital elements.
Brand Engagement: The level of consumer interaction and emotional connection with a brand.
Heritage Tourism: Tourism focused on exploring cultural and historical sites.
Related Project Materials
THE ROLE OF LEADERSHIP IN STRATEGIC PLANNING
THE ROLE OF LEADERSHIP IN STRATEGIC PLANNING
This research explores the role of leader...
Investigating the Impact of Historical Fiscal Deficits on Nigeria’s Economic Development
Background of the Study (400 words)
Historical fiscal deficits have been a recurring challenge in Nigeria’s economic...
MASS MEDIA AS AN INSTRUMENT IN ERADICATING CORRUPTION IN NIGERIA
ABSTRACT
The study examines the role of mass media in curbing corruption in Nigeria as well as the problems encountered...
An investigation of school-based factors affecting students' academic success in primary schools in Wase LGA, Plateau State
Background of the study
The academic success of primary school students is influenced by a myriad of school-based factors...
The Role of Development Communication in Voter Education in Katsina Local Government Area, Katsina State
Chapter One: Introduction
1.1 Background of the Study
Voter education plays a vital role in ensu...
An Assessment of the Role of Oncology Nurses in Reducing Depression Among Cancer Patients at Borno State Specialist Hospital, Maiduguri
Background of the Study
Cancer is a life-altering diagnosis that not only affects the physical health of patients but also has significan...
An Assessment of the Impact of Energy Subsidies on Household Welfare in Nigeria
Background of the Study
Energy subsidies have been a cornerstone of Nigeria’s economic policy for d...
An examination of digital banking and its influence on financial literacy in Uyo Local Government, Akwa Ibom State
Background of the Study
Digital banking has transformed financial services by providing accessible, effic...
The Impact of Artificial Intelligence Analytics on Customer Segmentation: A Case Study of Nigerian Breweries, Kaduna State
1.1 Background of the Study
Customer segmentation, a cornerstone of effective marketing strategy, has been revolutionized by the integrat...
Enhancing University Network Security Through Secure Access Service Edge (SASE) in Federal University, Kashere, Gombe State
Background of the Study
Network security remains a key concern for universities, as their complex network infrastructure, c...
