An examination of user-generated storytelling on brand identity: A case study of a social media campaign in Abuja, Nigeria.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the study
User-generated storytelling involves consumers creating and sharing personal narratives about their experiences with a brand. In Abuja, social media campaigns increasingly leverage these authentic stories to reinforce brand identity and foster community engagement. By encouraging users to share their experiences, brands can generate organic content that resonates more deeply with potential customers (Eze, 2023). This approach not only humanizes the brand but also creates a sense of belonging among consumers, who see their own stories reflected in the brand’s narrative. User-generated content often carries a higher degree of trust and authenticity compared to traditional advertising, which can significantly influence brand perception and loyalty. Social media platforms serve as dynamic forums for these narratives, facilitating interactive discussions and community building. This study examines how user-generated storytelling influences brand identity, exploring the role of consumer narratives in shaping a cohesive and relatable brand image in a competitive market.
Statement of the problem
Despite its growing importance, there is limited empirical evidence on the impact of user-generated storytelling on brand identity. Brands in Abuja utilize social media campaigns to encourage consumer narratives, yet challenges such as content inconsistency and moderation issues may dilute their effectiveness (Eze, 2023). The lack of standardized metrics to evaluate how user-generated content shapes brand identity further complicates strategic decision-making. This study seeks to address these gaps by investigating the relationship between user-generated storytelling and brand identity, identifying key factors that contribute to a strong, authentic brand image, and exploring potential obstacles to effective content generation.
Objectives of the study:
To assess the impact of user-generated storytelling on brand identity.
To identify key factors that enhance consumer-driven narratives.
To propose strategies for optimizing user-generated content in social media campaigns.
Research questions:
How does user-generated storytelling influence brand identity?
What factors contribute to the effectiveness of consumer narratives?
What challenges hinder the success of user-generated storytelling?
Significance of the study
This study is significant as it provides insights into the role of user-generated storytelling in shaping brand identity. The findings will help marketers in Abuja develop more effective social media campaigns that harness authentic consumer voices, ultimately enhancing brand perception and loyalty. By identifying critical success factors, the research offers practical recommendations for leveraging user-generated content in brand building (Eze, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
User-Generated Storytelling: Narratives created by consumers based on their brand experiences.
Brand Identity: The visible and perceived image of a brand.
Social Media Campaign: A coordinated effort to promote a brand via social media platforms.
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