An evaluation of narrative‑driven digital marketing on customer trust and product quality perception: Evidence from a tech startup in Kaduna, Nigeria
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Background of the study
Digital marketing has become an essential channel for tech startups to build brand credibility and communicate product benefits. Narrative‑driven digital marketing, which leverages storytelling techniques, is particularly effective in establishing customer trust and enhancing product quality perception. In Kaduna, tech startups utilize digital platforms to disseminate coherent and engaging stories that highlight innovation, functionality, and user experience (Akinola, 2023). By presenting detailed narratives that explain the product’s development process, technological advantages, and real-life applications, these startups can overcome the inherent complexity of tech products. Effective storytelling in digital media not only simplifies technical information but also creates an emotional connection with consumers, reinforcing their trust in the brand and positively influencing product evaluations (Ibrahim, 2024). This study examines the impact of narrative‑driven digital marketing on customer trust and product quality perception for a tech startup in Kaduna, aiming to identify the key narrative elements that drive consumer engagement and satisfaction.
Statement of the problem:
Tech startups in Kaduna face challenges in ensuring that their digital marketing narratives effectively build customer trust and enhance product quality perception. Despite significant investments in digital storytelling, inconsistent messaging and overly technical narratives can alienate consumers (Akinola, 2023). This gap between digital narratives and consumer expectations can lead to reduced trust and lower product quality evaluations. The absence of clear guidelines on how to craft narrative‑driven digital marketing strategies further complicates the issue, leaving tech startups struggling to convert storytelling efforts into tangible consumer benefits. This study seeks to identify the critical narrative components that enhance customer trust and perceived product quality, offering practical recommendations to optimize digital marketing strategies (Ibrahim, 2024).
Objectives of the Study
To evaluate the impact of narrative‑driven digital marketing on customer trust.
To assess how digital storytelling influences perceived product quality.
To recommend strategies for improving narrative consistency in digital marketing for tech startups.
Research questions
How does narrative‑driven digital marketing affect customer trust in tech startups?
What is the relationship between digital storytelling and perceived product quality?
Which narrative elements are most effective in enhancing consumer trust online?
Significance of the Study
This study is significant as it investigates the effect of narrative‑driven digital marketing on customer trust and product quality perception for a tech startup in Kaduna. The findings will provide actionable insights for optimizing digital storytelling strategies, thereby enhancing consumer engagement and brand credibility. The research contributes to academic literature on digital marketing and offers practical recommendations for tech startups seeking to improve their narrative consistency and overall marketing effectiveness (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to examining narrative‑driven digital marketing and its impact on customer trust and product quality perception for a specific tech startup in Kaduna. It does not extend to other industries or geographic areas, and focuses exclusively on digital narrative elements.
Definitions of Terms
Narrative‑Driven Digital Marketing: The use of storytelling techniques in digital media to promote a brand and its products.
Customer Trust: The confidence consumers place in the reliability and authenticity of a brand.
Product Quality Perception: The consumer’s evaluation of a product’s excellence based on digital content.
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