An appraisal of brand narrative integration in digital campaigns on customer retention: A study of a tech startup in Kaduna, Nigeria.
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- NGN 5000
Background of the study
Brand narrative integration in digital campaigns is emerging as a powerful strategy to enhance customer retention, particularly for tech startups operating in highly competitive markets. In Kaduna, tech startups are increasingly embedding their brand stories into digital campaigns through a combination of multimedia content, interactive social media posts, and personalized email marketing. These narratives serve to humanize the brand, communicate its vision and innovation, and create an emotional connection with customers (Uche, 2023). By consistently integrating a coherent narrative across various digital touchpoints, startups can reinforce brand identity and foster a sense of loyalty among users. Digital analytics further allow for the measurement of narrative impact on engagement and retention, enabling iterative improvements in campaign strategies. The integration of storytelling not only aids in customer acquisition but also plays a vital role in keeping customers engaged over the long term. This study appraises the effectiveness of narrative integration in digital campaigns and examines its influence on customer retention for a tech startup in Kaduna, identifying key narrative elements and challenges in digital storytelling.
Statement of the problem
Despite the growing use of narrative-driven digital campaigns, tech startups in Kaduna often struggle to quantify the impact of integrated brand storytelling on customer retention. The lack of standardized metrics and inconsistencies in narrative delivery across digital platforms pose significant challenges (Uche, 2023). Variability in consumer response to digital narratives further complicates the assessment of their long-term retention effects. This study seeks to address these challenges by investigating the relationship between integrated brand narratives in digital campaigns and customer retention, identifying effective storytelling components, and exploring barriers that may limit the narrative’s impact on sustained customer engagement (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of integrated brand narratives on customer retention.
To identify key narrative components that enhance digital engagement.
To propose strategies for optimizing narrative integration in digital campaigns.
Research questions:
How do integrated brand narratives affect customer retention?
What narrative elements are most effective in digital campaigns?
What challenges hinder effective narrative integration?
Significance of the study
This study is significant as it provides insights into the role of integrated brand narratives in enhancing customer retention for tech startups. The findings will help digital marketers in Kaduna refine their storytelling strategies, leading to improved long-term customer engagement and loyalty. By establishing a link between narrative integration and retention outcomes, the research offers practical recommendations for optimizing digital marketing efforts in competitive tech environments.
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Brand Narrative Integration: The cohesive embedding of brand stories across digital platforms.
Customer Retention: The ability to keep customers engaged and returning over time.
Tech Startup: A newly established company focused on technological innovation.
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