The effect of digital narrative techniques on consumer behavior: A study of a content marketing agency in Kano.
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- NGN 5000
Background of the study
Digital narrative techniques involve the use of compelling digital stories to engage consumers and influence their behavior. Content marketing agencies in Kano are increasingly employing digital narratives through blogs, social media, videos, and interactive websites to connect with audiences. These techniques are designed to convey brand messages in an engaging, relatable manner that stimulates consumer interest and drives behavioral change (Adeniyi, 2023). By integrating multimedia elements and personalized storytelling, agencies can create immersive experiences that capture consumer attention and foster loyalty. The effectiveness of digital narrative techniques is measured through metrics such as engagement rates, click-through rates, and conversion rates. As consumer behavior evolves in the digital era, understanding how narrative techniques influence purchasing decisions and brand perceptions becomes crucial for marketers (Okoro, 2024). This study examines the impact of digital narrative techniques on consumer behavior, analyzing how content marketing agencies leverage storytelling to drive engagement, influence attitudes, and ultimately convert interest into action.
Statement of the problem
Despite the widespread use of digital narrative techniques, there is limited empirical evidence on how these methods affect consumer behavior in the content marketing sector. Agencies in Kano often struggle to quantify the impact of narrative-driven content on key performance indicators such as consumer engagement and conversion (Adeniyi, 2023). Challenges such as content overload, inconsistent messaging, and rapidly shifting consumer preferences further complicate the effectiveness of digital storytelling. This study seeks to address these issues by investigating the relationship between digital narrative techniques and consumer behavior, identifying the narrative elements that drive engagement, and exploring the obstacles that hinder optimal consumer response.
Objectives of the study:
To evaluate the impact of digital narrative techniques on consumer behavior.
To identify key narrative elements that drive engagement and conversion.
To recommend strategies for optimizing digital storytelling.
Research questions:
How do digital narrative techniques influence consumer behavior?
Which narrative elements most effectively drive engagement?
What challenges limit the impact of digital storytelling?
Significance of the study
This study is significant as it provides insights into the effectiveness of digital narrative techniques in influencing consumer behavior for content marketing agencies. The findings will help marketers in Kano refine their storytelling strategies to boost engagement and conversion rates. By linking narrative elements with consumer outcomes, the research offers practical recommendations for optimizing digital marketing campaigns (Adeniyi, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Digital Narrative Techniques: The use of digital media to tell brand stories.
Consumer Behavior: The decision-making processes of consumers regarding purchases.
Content Marketing Agency: A company specializing in creating and distributing digital content.
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