An evaluation of integrated storytelling in brand marketing on customer retention: Evidence from a digital startup in Port Harcourt.
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- NGN 5000
Background of the study
Integrated storytelling in brand marketing involves combining narrative elements across multiple channels to deliver a cohesive and compelling brand message. For digital startups in Port Harcourt, where competition is intense and consumer loyalty is crucial, integrated storytelling is a vital strategy for retaining customers. These startups use a blend of digital media—including social media posts, blogs, video content, and interactive web experiences—to create a consistent brand narrative that resonates with consumers (Ibrahim, 2023). By delivering unified messages that emphasize the startup’s vision, innovation, and commitment to customer satisfaction, integrated storytelling helps build a strong emotional connection and fosters long-term loyalty. This cohesive approach not only enhances customer retention but also increases the likelihood of word-of-mouth promotion and repeat business. This study evaluates how integrated storytelling impacts customer retention for a digital startup, identifying the narrative elements that contribute most significantly to sustained consumer relationships.
Statement of the problem
Although integrated storytelling is widely recognized as a key driver of customer retention, many digital startups in Port Harcourt struggle to quantify its direct impact. Inconsistent narrative execution and fragmented messaging across various digital channels can weaken the overall brand story and reduce customer retention rates (Ibrahim, 2023). There is limited empirical evidence on which integrated storytelling techniques most effectively promote customer loyalty. This study aims to fill these gaps by examining the relationship between integrated storytelling and customer retention, identifying critical narrative components and challenges that hinder effective implementation.
Objectives of the study:
To evaluate the impact of integrated storytelling on customer retention.
To identify key narrative elements that drive long-term loyalty.
To recommend strategies for optimizing integrated storytelling.
Research questions:
How does integrated storytelling affect customer retention?
What narrative elements are most influential in retaining customers?
What challenges hinder effective integrated storytelling?
Significance of the study
This study is significant as it provides valuable insights into the role of integrated storytelling in enhancing customer retention for digital startups. The findings will help marketers in Port Harcourt refine their narrative strategies to build stronger, long-lasting relationships with customers, thereby improving overall business performance (Ibrahim, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Integrated Storytelling: The cohesive use of narrative elements across multiple marketing channels.
Customer Retention: The ability of a company to keep its customers over time.
Digital Startup: A newly established company that primarily operates online.
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