An investigation of interactive product storytelling on consumer emotions: A study of a heritage brand in Kaduna.
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- NGN 5000
Background of the study
Interactive product storytelling has gained prominence as an innovative marketing tool that evokes consumer emotions and deepens brand connections, particularly for heritage brands. In Kaduna, heritage brands are increasingly incorporating interactive storytelling into their digital campaigns to communicate their rich histories and unique values (Umar, 2023). By blending traditional narratives with modern interactive elements—such as multimedia content, virtual tours, and customer participation—the brands can create emotionally engaging experiences that resonate with diverse audiences. These interactive storytelling techniques not only humanize the brand but also provide a platform for consumers to connect with its legacy and cultural significance (Ola, 2024). As a result, interactive storytelling fosters emotional attachment, enhances consumer trust, and drives loyalty. Furthermore, the use of digital platforms allows for real-time feedback and engagement, enabling heritage brands to continuously refine their narratives to better meet consumer expectations (Babatunde, 2023). This study explores how interactive product storytelling influences consumer emotions and evaluates its role in strengthening brand-consumer relationships.
Statement of the problem
While interactive product storytelling is celebrated for its emotional appeal, there is a lack of empirical research on its effectiveness in eliciting consumer emotions and strengthening brand connections, especially for heritage brands. Brands in Kaduna face challenges in quantifying the emotional impact of their storytelling efforts, with many relying on qualitative feedback that may not fully capture consumer sentiment (Chinwe, 2023). Additionally, the diverse cultural and historical contexts in which these brands operate can complicate the design of universally resonant narratives. This study aims to address these issues by investigating the link between interactive storytelling and consumer emotional responses, and by identifying the factors that influence the success of these narratives (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of interactive product storytelling on consumer emotions.
To identify key narrative elements that resonate with consumers.
To propose improvements for enhancing emotional engagement through storytelling.
Research questions:
How does interactive product storytelling affect consumer emotions?
What narrative elements are most effective in engaging consumers emotionally?
What challenges do heritage brands face in implementing interactive storytelling?
Significance of the study
This study is significant as it provides empirical evidence on the role of interactive storytelling in evoking consumer emotions for heritage brands. The findings will assist marketers in designing more impactful narratives that foster emotional connections and strengthen brand loyalty. Additionally, the research addresses an important gap in understanding the measurable impact of storytelling on consumer behavior (Eze, 2023).
Scope and limitations of the study:
This study is limited to investigating interactive product storytelling for a heritage brand in Kaduna and does not extend to other branding or marketing strategies.
Definitions of terms:
Interactive Storytelling: The use of digital and interactive elements to convey brand narratives.
Consumer Emotions: Feelings and affective responses elicited by marketing communications.
Heritage Brand: A brand with a long-standing history and cultural significance.
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