An investigation of the influence of emotional storytelling on consumer trust and product purchase decisions: Evidence from a fashion brand in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the study
Emotional storytelling in advertising has emerged as a powerful tool for building consumer trust and driving purchase decisions, particularly in the fashion industry. In Port Harcourt, fashion brands are increasingly leveraging emotionally charged narratives to connect with consumers on a personal level. These stories, often highlighting brand heritage, design inspiration, and customer experiences, help to humanize the brand and build trust (Chinwe, 2023). Emotional storytelling enables consumers to form a deep emotional bond with the brand, which not only influences their trust but also their willingness to purchase products. Studies have shown that consumers are more likely to support brands that evoke strong emotional responses, leading to increased purchase decisions and enhanced loyalty (Ibrahim, 2024). This research examines how emotional storytelling in marketing affects consumer trust and influences product purchase decisions in the fashion sector in Port Harcourt. The study explores various narrative strategies and identifies key emotional elements that contribute to stronger consumer-brand relationships, offering insights into optimizing marketing communications for better consumer outcomes.
Statement of the problem:
Fashion brands in Port Harcourt face the challenge of converting emotional storytelling into consistent purchase decisions. Although emotional narratives have the potential to build strong consumer trust, inconsistencies in message delivery and misalignment with actual product performance can lead to consumer skepticism (Chinwe, 2023). This disconnect undermines the effectiveness of emotional advertising and results in lower-than-expected purchase decisions. Without a clear understanding of which emotional elements most effectively drive purchase behavior, fashion brands risk misallocating marketing resources and losing consumer confidence. There is a critical need to examine the specific emotional storytelling techniques that directly impact consumer trust and purchase decisions, providing actionable insights to bridge the gap between narrative promise and consumer experience (Ibrahim, 2024).
Objectives of the Study
To assess the impact of emotional storytelling on consumer trust.
To evaluate how emotional narratives influence product purchase decisions.
To recommend effective emotional storytelling strategies for fashion brands.
Research questions
How does emotional storytelling influence consumer trust in fashion brands?
What is the effect of emotional narratives on product purchase decisions?
Which emotional storytelling elements are most effective in driving consumer purchases?
Significance of the Study
This study is significant as it examines the influence of emotional storytelling on consumer trust and purchase decisions for a fashion brand in Port Harcourt. The findings will provide fashion marketers with actionable insights to refine their emotional narratives, leading to improved consumer trust and increased sales. The research contributes to the academic understanding of emotional marketing and offers practical recommendations for enhancing storytelling strategies in the fashion industry (Chinwe, 2023).
Scope and Limitations of the Study
The study is limited to investigating the influence of emotional storytelling on consumer trust and product purchase decisions for a specific fashion brand in Port Harcourt. It does not extend to other sectors or geographic regions, and external factors are considered only as they relate to the selected brand.
Definitions of Terms
Emotional Storytelling: The use of narrative techniques that evoke emotions to connect with consumers.
Consumer Trust: The confidence consumers have in a brand's integrity and product performance.
Product Purchase Decisions: The process by which consumers decide to buy a product.
