An evaluation of narrative marketing on customer engagement: Evidence from a creative consultancy in Kano.
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Background of the study
Narrative marketing, the art of using storytelling to convey brand messages, has gained prominence as an effective strategy to drive customer engagement. Creative consultancies in Kano are increasingly incorporating narrative marketing techniques to craft compelling stories that resonate with audiences and differentiate brands in competitive markets. By weaving authentic, relatable narratives around brand values and customer experiences, these consultancies aim to build an emotional connection with consumers (Adeniyi, 2023). Narrative marketing leverages various digital channels such as social media, blogs, and video content to share these stories, enhancing both reach and engagement. The immersive nature of storytelling not only informs consumers about products or services but also inspires loyalty and advocacy. Research indicates that when consumers are engaged through a well-crafted narrative, they are more likely to participate in brand-related activities and become long-term customers (Ibrahim, 2024). This study evaluates the impact of narrative marketing on customer engagement, exploring the storytelling techniques employed by a creative consultancy in Kano and their effectiveness in driving interactive consumer behavior.
Statement of the problem
Despite the rising popularity of narrative marketing, there is limited empirical research on its direct impact on customer engagement, particularly within creative consultancies. Many firms in Kano adopt narrative marketing strategies without clear insights into which elements of storytelling are most effective in engaging customers (Adeniyi, 2023). Inconsistencies in narrative delivery, content quality, and digital platform integration often result in mixed consumer responses. This study seeks to address these challenges by examining the relationship between narrative marketing and customer engagement, identifying the key storytelling components that drive consumer interaction, and exploring obstacles that may limit the effectiveness of narrative strategies (Ibrahim, 2024).
Objectives of the study:
To assess the impact of narrative marketing on customer engagement.
To identify effective storytelling techniques that drive engagement.
To recommend strategies for optimizing narrative marketing efforts.
Research questions:
How does narrative marketing influence customer engagement?
What storytelling elements are most effective in driving consumer interaction?
What challenges affect the success of narrative marketing?
Significance of the study
This study is significant as it provides empirical insights into how narrative marketing influences customer engagement within a creative consultancy context. The findings will guide marketing practitioners in Kano to refine their storytelling techniques, thereby enhancing customer interaction and brand loyalty. By linking narrative elements with measurable engagement outcomes, the research offers practical recommendations for optimizing narrative marketing strategies in competitive environments (Adeniyi, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Narrative Marketing: The use of storytelling to communicate brand values and messages.
Customer Engagement: The level of active participation and interaction by customers with a brand.
Creative Consultancy: A firm specializing in innovative marketing and branding solutions.
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