An assessment of interactive digital narratives in brand marketing on consumer trust: A case study of a tech company in Kano, Nigeria
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- NGN 5000
Background of the study
Interactive digital narratives are transforming brand marketing by enabling consumers to engage with a brand’s story in a participatory manner. In Kano, tech companies are adopting interactive digital narratives—such as virtual tours, interactive infographics, and dynamic social media campaigns—to communicate their innovative visions and product functionalities. These digital narratives allow consumers to explore content at their own pace, interact with multimedia elements, and provide feedback, which enhances transparency and builds trust (Adeniyi, 2023). By involving consumers in the storytelling process, these tech companies create a sense of community and authenticity that traditional marketing methods often lack. The interactive nature of digital narratives fosters a deeper emotional connection, leading to higher consumer confidence in the brand’s products and services (Okoro, 2024). This study examines how interactive digital narratives in brand marketing influence consumer trust, identifying the narrative elements that are most effective in building credibility and fostering long-term customer relationships.
Statement of the problem
While interactive digital narratives are gaining traction in brand marketing, there is limited empirical research on their impact on consumer trust in the tech sector. Tech companies in Kano invest in interactive storytelling without clear insights into which narrative elements drive trust and how these elements can be optimized (Adeniyi, 2023). Inconsistencies in interactive design and challenges in measuring engagement further complicate the assessment of trust-building outcomes. This study addresses these issues by investigating the relationship between interactive digital narratives and consumer trust, and by identifying the barriers that may impede effective digital storytelling.
Objectives of the study:
To evaluate the impact of interactive digital narratives on consumer trust.
To identify key narrative elements that enhance trust in tech branding.
To recommend strategies for optimizing interactive storytelling.
Research questions:
How do interactive digital narratives affect consumer trust?
Which narrative elements are most influential in building trust?
What challenges hinder effective interactive storytelling?
Significance of the study
This study is significant as it offers insights into how interactive digital narratives can enhance consumer trust for tech companies. The findings will assist marketers in Kano to refine their digital storytelling strategies, resulting in improved credibility and customer loyalty. By linking narrative interactivity with trust outcomes, the research provides actionable recommendations for enhancing digital brand communications (Adeniyi, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Interactive Digital Narratives: Storytelling approaches that incorporate user interaction via digital platforms.
Consumer Trust: The level of confidence consumers have in a brand’s reliability.
Tech Company: A business focused on technology products or services.
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