An appraisal of digital storytelling on customer perception of product quality and purchase intentions: A case study of a tech startup in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Digital storytelling has become a vital component of modern marketing, particularly for tech startups that need to explain complex products in a relatable manner. In Port Harcourt, tech startups are harnessing digital storytelling to shape customer perceptions of product quality and drive purchase intentions (Nneka, 2023). By integrating multimedia elements such as videos, interactive content, and social media narratives, these startups create engaging stories that illustrate product features and benefits. This approach helps to demystify technical specifications and offers a humanized perspective that resonates with consumers. Digital storytelling not only enhances perceived product quality but also motivates purchase decisions by building trust and emotional connections with the brand (Ibrahim, 2024). The study examines the effectiveness of digital storytelling in influencing consumer attitudes and behavior, and aims to identify the key narrative elements that contribute to improved quality perceptions and higher purchase intentions for a tech startup in Port Harcourt.
Statement of the problem:
Tech startups in Port Harcourt often face difficulties in translating their digital storytelling efforts into measurable improvements in product quality perception and purchase intentions. Inadequate or inconsistent digital narratives may fail to clearly convey product benefits, leading to consumer confusion and skepticism (Nneka, 2023). This disconnect between digital storytelling and consumer expectations can result in reduced trust and lower purchase intentions. Without a clear understanding of which digital narrative elements most effectively enhance quality perception and drive purchases, tech startups risk investing in ineffective marketing strategies. Addressing this gap is critical for optimizing digital storytelling techniques that accurately reflect product capabilities and foster consumer confidence (Ibrahim, 2024).
Objectives of the Study
To assess the impact of digital storytelling on consumer perception of product quality.
To evaluate the influence of digital narratives on purchase intentions.
To recommend best practices for effective digital storytelling for tech startups.
Research questions
How does digital storytelling affect consumer perception of product quality?
What is the relationship between digital narratives and purchase intentions?
Which digital storytelling elements are most effective in driving consumer action?
Significance of the Study
This study is significant as it evaluates the impact of digital storytelling on customer perception of product quality and purchase intentions for a tech startup in Port Harcourt. The insights will guide tech startups in optimizing their digital narratives to build consumer trust and drive sales. The research contributes to the academic field of digital marketing and provides practical recommendations for enhancing the effectiveness of storytelling strategies in technology marketing (Nneka, 2023).
Scope and Limitations of the Study
The study is limited to examining digital storytelling and its impact on product quality perception and purchase intentions for a specific tech startup in Port Harcourt. It does not extend to other industries or geographic areas, and focuses exclusively on digital narrative elements.
Definitions of Terms
Digital Storytelling: The use of digital media to craft and share narratives about a brand or product.
Purchase Intentions: The likelihood that consumers will buy a product based on marketing influences.
Tech Startup: A newly established company in the technology sector focused on innovation.
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