An investigation of narrative‑driven content on customer engagement and product quality perception: A study of a retail brand in Kano, Nigeria
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- NGN 5000
Background of the study
Narrative‑driven content in advertising has emerged as a dynamic tool for engaging customers and shaping their perceptions of product quality. In Kano, retail brands are increasingly incorporating storytelling elements into their promotional strategies to differentiate themselves in a competitive market. By developing narratives that highlight product origins, benefits, and customer experiences, these brands aim to create a cohesive and engaging brand story (Okafor, 2023). Such narrative‑driven content not only captures consumer attention but also provides clarity about product attributes, leading to enhanced quality perception. Research suggests that consistent and engaging narratives foster stronger customer engagement and build lasting brand loyalty (Adebayo, 2024). This study examines how narrative‑driven content influences customer engagement and product quality perception for a retail brand in Kano, with the goal of identifying key storytelling elements that drive consumer interaction and positive evaluations of product performance.
Statement of the problem:
Retail brands in Kano face challenges in effectively deploying narrative‑driven content to boost customer engagement and enhance product quality perception. Inconsistent or poorly structured narratives can lead to consumer confusion, resulting in suboptimal engagement and undervalued product quality (Okafor, 2023). The absence of a coherent narrative strategy may dilute the brand’s message and fail to resonate with the target audience. Consequently, the potential benefits of narrative‑driven content remain underutilized, affecting customer satisfaction and loyalty. There is a pressing need to investigate which narrative elements are most effective in driving customer engagement and improving quality perception, so that retail brands can optimize their marketing efforts (Adebayo, 2024).
Objectives of the Study
To evaluate the impact of narrative‑driven content on customer engagement.
To assess how narrative strategies affect product quality perception.
To recommend improvements for optimizing narrative‑driven advertising.
Research questions
How does narrative‑driven content influence customer engagement?
What is the effect of narrative strategies on product quality perception?
Which narrative elements are most effective in retail advertising?
Significance of the Study
This study is significant as it explores the impact of narrative‑driven content on customer engagement and product quality perception for a retail brand in Kano. The findings will provide valuable insights for marketers to craft more effective narratives that enhance consumer interaction and improve product evaluations. The research contributes to the academic discourse on narrative marketing and offers practical recommendations for optimizing advertising strategies in the retail sector (Okafor, 2023).
Scope and Limitations of the Study
The study is limited to examining narrative‑driven content and its impact on customer engagement and product quality perception for a specific retail brand in Kano. It does not extend to other industries or geographic regions, and focuses solely on narrative elements in advertising.
Definitions of Terms
Narrative‑Driven Content: Advertising material that employs storytelling techniques to convey brand messages.
Customer Engagement: The level of interaction and involvement between a consumer and a brand.
Product Quality Perception: The consumer's evaluation of the excellence and performance of a product.
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