An investigation of product feature storytelling on consumer trust: A study of a tech gadget in Lagos, Nigeria.
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Background of the study
Product feature storytelling has emerged as a pivotal strategy in the marketing of tech gadgets, aiming to enhance consumer trust through compelling narratives. In Lagos, tech companies increasingly rely on storytelling to communicate complex features and benefits in an engaging manner. By weaving product features into relatable stories, marketers can demystify technical details and create a narrative that resonates with diverse audiences (Adetola, 2023). This method enables consumers to understand how specific features solve real-life problems, thus bridging the gap between technical specifications and user benefits. In addition, feature storytelling often employs multimedia elements such as videos, interactive graphics, and testimonials to bolster authenticity and build credibility (Ibrahim, 2024). The digital transformation in Lagos has further facilitated the integration of storytelling in product marketing, making it an accessible and cost-effective strategy. As competition intensifies, tech companies are compelled to differentiate themselves by creating narratives that emphasize innovation, reliability, and customer-centric design. Research indicates that when consumers perceive product features through storytelling, their trust in the brand increases, ultimately influencing purchase decisions and fostering long-term loyalty (Okeke, 2023). This study explores how product feature storytelling influences consumer trust in a tech gadget context, examining narrative techniques and their correlation with consumer trust metrics.
Statement of the problem
Despite the recognized potential of storytelling in enhancing consumer trust, there is a lack of empirical evidence on how specific narrative techniques applied to product features impact trust levels among consumers of tech gadgets in Lagos. Many companies invest in storytelling without fully understanding which elements—such as authenticity, clarity, or emotional appeal—drive trust most effectively (Afolabi, 2023). Furthermore, the rapid evolution of digital communication channels poses challenges in maintaining consistent narrative quality, leading to varied consumer responses. This study seeks to address these gaps by investigating the relationship between product feature storytelling and consumer trust, identifying the key narrative components that significantly influence trust levels, and offering insights into overcoming challenges related to message consistency and audience perception (Chukwu, 2024).
Objectives of the study:
To evaluate the impact of product feature storytelling on consumer trust.
To identify key narrative elements that enhance trust in tech gadgets.
To provide recommendations for optimizing storytelling strategies in product marketing.
Research questions:
How does product feature storytelling affect consumer trust in tech gadgets?
What narrative elements are most effective in building consumer trust?
What challenges do marketers face in implementing effective storytelling strategies?
Significance of the study
This study is significant as it provides empirical insights into the role of product feature storytelling in shaping consumer trust. By identifying key narrative elements and challenges, the research offers practical recommendations for tech marketers seeking to build credibility and foster long-term customer relationships. The findings will contribute to the academic literature on digital storytelling and trust, guiding both industry practitioners and researchers in developing more effective marketing strategies (Babatunde, 2023).
Scope and limitations of the study:
This study is limited to examining product feature storytelling for a specific tech gadget in Lagos, Nigeria, and does not extend to other marketing methods or regions.
Definitions of terms:
Product Feature Storytelling: The strategic narrative communication of product features to create consumer relevance and trust.
Consumer Trust: The confidence consumers place in a brand based on perceived reliability and authenticity.
Tech Gadget: A technological device marketed to consumers, often characterized by innovative features.
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