An evaluation of digital storytelling in brand marketing on consumer emotions: A study of a lifestyle brand in Port Harcourt, Nigeria.
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- NGN 5000
Background of the study
Digital storytelling has become an influential tool in brand marketing, enabling lifestyle brands to connect with consumers on an emotional level. In Port Harcourt, lifestyle brands are increasingly employing digital storytelling techniques—such as immersive video narratives, interactive blogs, and social media campaigns—to share their brand ethos and cultural values. These stories often focus on the brand’s origins, creative processes, and the lifestyle it promotes, thereby creating a relatable narrative that resonates emotionally with consumers (Eze, 2023). By leveraging digital channels, brands can deliver consistent and engaging stories that enhance emotional appeal and foster deeper consumer relationships. The multimedia nature of digital storytelling allows for rich sensory experiences that help evoke empathy, trust, and attachment. Research indicates that emotionally engaging content can significantly influence consumer attitudes and buying behavior (Okoro, 2024). This study evaluates the impact of digital storytelling on consumer emotions for a lifestyle brand, investigating how narrative elements such as authenticity, relatability, and creativity contribute to emotional engagement and brand loyalty.
Statement of the problem
Although digital storytelling is widely used in brand marketing, its specific impact on consumer emotions remains underexplored. Lifestyle brands in Port Harcourt invest in digital storytelling without a comprehensive understanding of which narrative elements most effectively evoke emotional responses (Eze, 2023). Variations in content quality, platform utilization, and consumer engagement strategies contribute to inconsistent emotional outcomes. The absence of standardized metrics to gauge emotional impact further complicates the evaluation of digital storytelling efforts. This study addresses these issues by examining how digital storytelling influences consumer emotions and by identifying the narrative components that drive emotional engagement, ultimately aiming to offer strategies to enhance consumer-brand connections (Okoro, 2024).
Objectives of the study:
To evaluate the impact of digital storytelling on consumer emotions.
To identify narrative elements that enhance emotional engagement.
To propose strategies for optimizing digital storytelling in brand marketing.
Research questions:
How does digital storytelling affect consumer emotions?
What narrative elements are most effective in evoking emotional responses?
What challenges affect the effectiveness of digital storytelling?
Significance of the study
This study is significant as it provides empirical evidence on the role of digital storytelling in influencing consumer emotions within brand marketing. The findings will enable lifestyle brands in Port Harcourt to refine their storytelling techniques to foster stronger emotional connections and loyalty. By clarifying which narrative elements resonate most with consumers, the research offers actionable recommendations for enhancing digital marketing strategies and overall brand engagement (Eze, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Digital Storytelling: The use of digital media to communicate brand narratives.
Consumer Emotions: The affective responses elicited by marketing content.
Lifestyle Brand: A brand that embodies a specific cultural or lifestyle identity.
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