The effect of digital narrative consistency on customer loyalty and quality evaluation: Evidence from a fashion brand in Abuja
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Background of the study
Digital narrative consistency has become a cornerstone for fashion brands seeking to create a seamless consumer experience. In Abuja, fashion retailers increasingly employ consistent digital storytelling across social media, websites, and digital ads to reinforce their brand identity and communicate product quality. Consistency in digital narratives helps bridge the gap between the brand’s promise and the consumer’s experience, fostering deeper loyalty and more favorable quality evaluations (Okafor, 2023). By ensuring that every digital touchpoint echoes a uniform story, brands not only build trust but also solidify their reputation in a competitive marketplace. Consumers, when presented with a coherent digital narrative, are better able to relate to the brand’s values and perceive the products as high-quality. This uniformity reduces consumer confusion and enhances the overall shopping experience. Recent research has underscored the positive impact of digital narrative consistency on customer retention and quality perception, highlighting its critical role in the digital age (Adebayo, 2024). The study explores the key digital elements—visual design, tone of voice, and message uniformity—that contribute to narrative consistency and assesses their impact on customer loyalty and quality evaluation for a leading fashion brand in Abuja.
Statement of the problem:
Fashion brands in Abuja often struggle with inconsistencies in their digital narratives, which can lead to fragmented brand perceptions and reduced customer loyalty. Despite investments in digital marketing, discrepancies in tone, visual identity, or message across platforms result in consumer confusion and diminished quality evaluation (Okafor, 2023). This lack of narrative uniformity undermines the trust that customers place in the brand, negatively affecting purchase behavior. Without a coherent digital storytelling strategy, the potential benefits of enhanced loyalty and superior quality perception remain unrealized. Thus, there is a need to identify the specific digital narrative elements that ensure consistency and to understand how their alignment contributes to customer loyalty and improved quality evaluations (Adebayo, 2024).
Objectives of the Study
To assess the impact of digital narrative consistency on customer loyalty.
To evaluate the influence of consistent digital storytelling on product quality perception.
To recommend best practices for achieving narrative uniformity in digital marketing.
Research questions
How does digital narrative consistency affect customer loyalty?
What relationship exists between consistent digital storytelling and quality evaluation?
Which elements are critical for maintaining digital narrative uniformity?
Significance of the Study
This study is significant as it reveals how digital narrative consistency drives customer loyalty and enhances quality perception for a fashion brand in Abuja. Insights from the research will guide marketers in refining their digital storytelling strategies to achieve a cohesive brand message, thereby improving consumer trust and retention. The findings contribute to academic literature on digital marketing and provide practical recommendations for achieving narrative consistency in a competitive industry (Okafor, 2023).
Scope and Limitations of the Study
The study is limited to examining digital narrative consistency and its impact on customer loyalty and quality evaluation for a specific fashion brand in Abuja. It focuses exclusively on digital channels and does not extend to traditional marketing media.
Definitions of Terms
Digital Narrative Consistency: The uniformity of messaging and visual elements across digital platforms.
Customer Loyalty: The commitment of consumers to repeatedly purchase from a brand.
Quality Evaluation: The process by which consumers assess the excellence and performance of a product.
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