An investigation of multimedia brand narratives on customer retention: A study of a creative collective in Kaduna, Nigeria.
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- NGN 5000
Background of the study
Multimedia brand narratives combine various digital media forms—such as video, audio, interactive graphics, and social media content—to create a rich, cohesive brand story. Creative collectives in Kaduna are increasingly using multimedia narratives to communicate their artistic vision, collaborative ethos, and unique brand identity. These narratives serve to engage customers on multiple sensory levels, creating a more immersive brand experience that fosters loyalty and retention (Adeniyi, 2023). By integrating diverse media elements, creative collectives can effectively capture the attention of their audience and build an emotional connection that translates into sustained customer relationships. Digital channels enable these narratives to be shared widely, amplifying the collective’s reach and reinforcing its brand image. This study investigates the impact of multimedia brand narratives on customer retention, examining how various narrative components interact to influence long-term customer behavior and contribute to a robust, loyal community.
Statement of the problem
Although multimedia brand narratives are widely used by creative collectives, there is limited empirical evidence on their effectiveness in enhancing customer retention. Many creative collectives in Kaduna deploy multimedia content without clear metrics to measure its impact on retention (Adeniyi, 2023). Variability in content quality, audience preferences, and technological limitations often hinder the ability to assess the direct effects of multimedia storytelling on long-term customer loyalty. This study seeks to address these challenges by examining the relationship between multimedia narratives and customer retention, identifying the key factors that drive retention, and exploring the obstacles that may diminish the effectiveness of these narratives.
Objectives of the study:
To evaluate the impact of multimedia brand narratives on customer retention.
To identify key multimedia elements that enhance customer loyalty.
To propose strategies for optimizing multimedia storytelling.
Research questions:
How do multimedia brand narratives influence customer retention?
What elements of multimedia storytelling are most effective in fostering loyalty?
What challenges impede the success of multimedia narratives?
Significance of the study
This study is significant as it provides insights into the role of multimedia brand narratives in driving customer retention for creative collectives. The findings will help marketers in Kaduna to enhance their digital storytelling techniques, leading to improved customer loyalty and long-term brand success (Adeniyi, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Multimedia Brand Narratives: Integrated storytelling using multiple digital media.
Customer Retention: The ability to keep customers over time.
Creative Collective: A group of creative professionals working collaboratively under a unified brand.
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