An investigation of cross-media brand storytelling on consumer engagement: A study of a media conglomerate in Kano, Nigeria.
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- NGN 5000
Background of the study
Cross-media brand storytelling involves delivering a unified narrative across multiple media platforms to engage consumers in diverse ways. In Kano, media conglomerates are increasingly leveraging this approach to create immersive brand experiences that span television, digital platforms, print, and social media. By synchronizing messages across these channels, brands can build a consistent and compelling story that enhances consumer engagement (Aminu, 2023). This integrated storytelling strategy allows consumers to interact with the brand through various touchpoints, thereby increasing their emotional connection and engagement. The use of multimedia elements—such as videos, interactive content, and live events—facilitates a deeper understanding of the brand’s values and offerings. As consumer attention is fragmented across numerous media channels, cross-media storytelling provides a comprehensive framework for capturing and retaining consumer interest. This study investigates how cross-media brand storytelling impacts consumer engagement for a media conglomerate in Kano, exploring the mechanisms that drive multi-channel interactions and the challenges involved in maintaining narrative consistency.
Statement of the problem
Despite the potential of cross-media storytelling, media conglomerates in Kano face challenges in measuring its impact on consumer engagement. Inconsistent messaging and the complexity of integrating narratives across multiple platforms can dilute the intended effect (Aminu, 2023). There is a lack of empirical evidence on which specific cross-media techniques are most effective in driving engagement and how different media channels contribute to a cohesive brand story. This study addresses these gaps by examining the relationship between cross-media storytelling and consumer engagement, identifying effective strategies and the obstacles that hinder narrative consistency.
Objectives of the study:
To evaluate the impact of cross-media storytelling on consumer engagement.
To identify effective storytelling techniques across different media.
To recommend strategies for maintaining narrative consistency across platforms.
Research questions:
How does cross-media storytelling influence consumer engagement?
What storytelling techniques are most effective across different media?
What challenges affect the integration of narratives across platforms?
Significance of the study
This study is significant as it provides insights into the role of cross-media storytelling in enhancing consumer engagement for media conglomerates. The findings will help marketers in Kano develop more cohesive and effective multi-channel campaigns, ultimately improving audience interaction and brand loyalty (Aminu, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Cross-Media Storytelling: The practice of delivering a unified brand narrative across multiple media channels.
Consumer Engagement: The level of interaction and involvement of consumers with brand content.
Media Conglomerate: A large company operating in multiple media sectors.
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