An examination of the role of emotional storytelling in product promotion on customer purchase decisions: A study of a food brand in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Emotional storytelling in product promotion is a potent marketing strategy that leverages consumers’ feelings to drive purchase decisions. For food brands in Port Harcourt, where competition is fierce, emotional narratives can differentiate a brand by connecting on a personal level with consumers. Such storytelling not only highlights the sensory and nutritional qualities of food products but also emphasizes cultural, familial, and social values that resonate with the local audience (Nwankwo, 2023). By sharing stories about ingredient sourcing, traditional recipes, or customer experiences, brands can evoke strong emotions that enhance purchase intent and loyalty. Research suggests that when consumers feel emotionally connected to a brand, they are more likely to make repeat purchases and exhibit higher levels of trust (Oluwaseun, 2024). This study investigates how emotional storytelling in product promotion influences customer purchase decisions, examining the elements of narrative that most effectively translate into consumer action. The findings will inform strategies for optimizing emotional content in food advertising, thereby contributing to both academic discourse and marketing practices in Port Harcourt.
Statement of the problem:
Food brands in Port Harcourt face the challenge of translating emotional storytelling into tangible purchase decisions. Although many brands adopt emotional narratives, there is often a disconnect between the emotional appeal and the actual buying behavior of consumers (Nwankwo, 2023). When storytelling fails to align with product attributes or consumer expectations, it may result in skepticism and reduced purchase intent. Additionally, the lack of clarity on which emotional elements most significantly influence purchase decisions leaves marketers uncertain about how to design effective campaigns. This gap in understanding undermines the potential of emotional storytelling as a tool for driving sales, necessitating an investigation into its impact on consumer purchase decisions (Oluwaseun, 2024).
Objectives of the Study
To assess the impact of emotional storytelling on customer purchase decisions for a food brand.
To identify the key emotional elements that drive purchase behavior.
To recommend strategies for optimizing emotional narratives in product promotion.
Research questions
How does emotional storytelling influence customer purchase decisions?
Which emotional elements are most effective in driving purchase behavior?
What strategies can food brands adopt to enhance the impact of emotional narratives?
Significance of the Study
This study is significant as it explores the impact of emotional storytelling on customer purchase decisions for a food brand in Port Harcourt. The insights gained will help marketers develop emotionally compelling campaigns that resonate with consumers, thereby driving sales and enhancing brand loyalty. The findings contribute to the academic literature on emotional marketing and offer practical strategies for optimizing narrative-driven promotions (Oluwaseun, 2024).
Scope and Limitations of the Study
The study is limited to examining the role of emotional storytelling in product promotion on customer purchase decisions for a specific food brand in Port Harcourt. It does not extend to other industries or regions, and focuses solely on emotional narrative elements.
Definitions of Terms
Emotional Storytelling: The use of narrative techniques that evoke emotions to influence consumer behavior.
Product Promotion: Marketing activities aimed at increasing product awareness and driving sales.
Customer Purchase Decisions: The process by which consumers decide whether or not to buy a product.
Related Project Materials
An appraisal of patient-centered care approaches among nurses at the Federal Medical Centre, Birnin Kebbi.
Background of the Study
Nurse staffing levels are a critical determinant of healthcare quality and patient outcomes. Research has consist...
A Comparative Analysis of Pragmatic Devices in Nigerian Youth Communication: A Focus on Social Media Interactions
Background of the Study
Nigerian youth communication has been transformed by the advent of social media, where pragmatic d...
An investigation of policy influences on Efik language curriculum development in Calabar
Background of the Study
Language curriculum development is a key instrument for the preservation and promotion of indigeno...
AN EVALUATION OF COST OVERRUN AND ITS CAUSES IN CONSTRUCTION INDUSTRIES IN DEVELOPING NATIONS
Background of the study
Cost overrun is a global phenomena in the construction business, when projects...
EFFECTIVENESS OF FORENSIC ACCOUNTING INFORMATION ON ORGANIZATIONAL AUDIT REPORT
Background of the Study
Forensic accounting, a discipline that merges accounting, auditing, and investigative skills, ha...
An examination of determinants of private investment in Nigeria: Evidence from the Nigerian Economic Summit Group (NESG) (2000–2020)
Background of the Study :
Private investment is a critical driver of economic growth, innovation, and job creation. In Nigeria, the Niger...
An evaluation of teachers' workload and job satisfaction in secondary schools in Dutse LGA, Jigawa State
Background of the Study
Teacher workload and job satisfaction are pivotal factors in determining the quality of education d...
The effect of cultural norms on LGBTQ+ acceptance in Enugu East Local Government Area, Enugu State
Background of the Study
Cultural norms and traditional values play a significant role in shaping societal...
EFFECTIVE USE OF TEACHING METHODS AS A CORRELATES OF STUDENTS PERFORMANCE IN ENGLISH LANGUAGE IN SECONDARY SCHOOLS IN EKITI STATE
Background of the study
Education is a beacon that illuminates the path that humanity should take in order to reach its...
A Quantitative Study of IFRS and Sustainable Development Goals Reporting in Nigeria
Background of the Study
Sustainable Development Goals (SDGs) are a global agenda aimed at addressing cr...
