An evaluation of narrative-driven marketing on brand engagement: Evidence from a creative industry in Abuja, Nigeria.
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Background of the study
Narrative-driven marketing is emerging as a critical strategy in the creative industries, where storytelling is central to conveying brand identity and engaging audiences. In Abuja, creative firms are leveraging narrative marketing to build a cohesive and relatable brand image. By using stories that encapsulate the company’s vision, challenges, and successes, these firms create an emotional resonance that fosters deeper consumer engagement (Adeniyi, 2023). The use of digital media platforms, including video content, podcasts, and interactive blogs, allows for a more dynamic and participatory storytelling experience. This approach not only enhances brand recall but also cultivates a community of loyal consumers who identify with the brand’s narrative. The creative industry, characterized by constant innovation and rapid change, benefits significantly from narrative marketing as it humanizes the brand and makes it accessible to diverse audiences. This study evaluates the impact of narrative-driven marketing on brand engagement, exploring the storytelling techniques that drive interactive consumer behavior and long-term loyalty in the creative sector.
Statement of the problem
Although narrative-driven marketing is widely adopted in the creative industry, there is limited empirical evidence on its direct impact on brand engagement. Many creative firms in Abuja implement narrative strategies without clearly understanding which story elements most effectively boost consumer interaction and loyalty (Adeniyi, 2023). Challenges such as inconsistent narrative quality, platform fragmentation, and varying audience interpretations further complicate the measurement of engagement outcomes. This study aims to investigate the relationship between narrative marketing and brand engagement, identifying the key factors that enhance consumer interaction and addressing the obstacles that hinder effective narrative communication.
Objectives of the study:
To assess the impact of narrative-driven marketing on brand engagement.
To identify effective storytelling techniques that boost consumer interaction.
To propose strategies for optimizing narrative marketing in the creative industry.
Research questions:
How does narrative-driven marketing affect brand engagement?
What storytelling techniques are most effective in driving consumer interaction?
What challenges limit the success of narrative marketing?
Significance of the study
This study is significant as it provides valuable insights into the effectiveness of narrative-driven marketing in enhancing brand engagement for creative industries. The findings will enable creative firms in Abuja to refine their storytelling strategies, leading to increased consumer loyalty and participation. By linking narrative elements with engagement outcomes, the research offers actionable recommendations for improving marketing practices in the creative sector.
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Narrative-Driven Marketing: The use of storytelling to communicate brand values and experiences.
Brand Engagement: The degree of interaction between consumers and a brand.
Creative Industry: Sectors involved in arts, culture, and innovative design.
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