An examination of the impact of emotional storytelling in digital advertising on customer trust and product quality: Evidence from a tech gadget in Kano, Nigeria
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Background of the study
Emotional storytelling in digital advertising has become a crucial strategy for tech companies to build customer trust and enhance perceived product quality. In Kano, tech gadget manufacturers are increasingly leveraging digital platforms to share emotionally engaging narratives that humanize complex technological products (Adesanya, 2023). These narratives incorporate themes of innovation, reliability, and user empowerment, aiming to connect with consumers on a personal level. Emotional storytelling can simplify technical details, transforming them into relatable experiences that foster trust and positive brand associations (Nneka, 2024). By tapping into consumers’ emotions, digital advertising campaigns can create lasting impressions that translate into improved evaluations of product quality. However, the challenge remains to ensure that the emotional content aligns with actual product performance, thereby avoiding inflated expectations. This study examines how emotional storytelling in digital advertising influences customer trust and product quality perception for a tech gadget in Kano, providing insights into effective narrative strategies in the digital realm.
Statement of the problem:
Tech gadget companies in Kano face challenges in ensuring that their emotionally driven digital advertising resonates with consumers without overselling product capabilities. While emotional storytelling can build trust, there is a risk that misalignment between narrative appeal and product performance may lead to consumer disappointment (Adesanya, 2023). Inconsistent or exaggerated emotional messaging can result in reduced customer trust and negative evaluations of product quality. This misalignment poses a significant threat to brand credibility and market competitiveness. Therefore, it is essential to identify the emotional narrative elements that effectively enhance consumer trust and accurately reflect product quality. Addressing this gap is critical for tech companies to optimize their digital advertising strategies and achieve sustainable consumer engagement (Nneka, 2024).
Objectives of the Study
To assess the impact of emotional storytelling in digital advertising on customer trust.
To determine the effect of emotional narratives on perceived product quality.
To recommend best practices for aligning emotional storytelling with product performance.
Research questions
How does emotional storytelling in digital advertising affect customer trust?
What is the relationship between emotional narratives and perceived product quality?
Which emotional storytelling elements are most effective in digital advertising for tech gadgets?
Significance of the Study
This study is significant as it examines the role of emotional storytelling in digital advertising on customer trust and product quality perception for a tech gadget in Kano. The findings will help tech companies optimize their digital narratives to ensure authenticity and accuracy in product messaging, thereby enhancing consumer trust and satisfaction. The study contributes to academic literature on digital marketing and offers practical recommendations for improving advertising effectiveness in the tech sector (Nneka, 2024).
Scope and Limitations of the Study
The study is limited to evaluating the impact of emotional storytelling in digital advertising on customer trust and product quality for a specific tech gadget in Kano. It does not extend to other product categories or regions, and focuses solely on digital advertising narratives.
Definitions of Terms
Emotional Storytelling: The use of narrative techniques designed to evoke emotions and build a connection with consumers.
Digital Advertising: The promotion of products or services through digital channels.
Customer Trust: The confidence consumers have in a brand’s ability to deliver on its promises.
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