An examination of digital storytelling techniques on customer evaluation of product excellence: Evidence from a luxury goods brand in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Digital storytelling techniques have transformed how luxury goods brands communicate their values and product excellence. In Port Harcourt, where the luxury market is highly competitive, brands leverage digital platforms to create immersive narratives that highlight craftsmanship, heritage, and innovation. Digital storytelling utilizes high-quality visuals, interactive media, and cohesive messaging to engage consumers and simplify complex product attributes (Chinwe, 2023). Such techniques are particularly critical during periods of economic uncertainty when consumers scrutinize quality more closely. Consistent and visually appealing digital narratives can elevate consumer evaluations of product excellence by providing a clear, relatable story behind the product’s design and production process (Ibrahim, 2024). This study explores the role of digital storytelling techniques in shaping consumer perceptions of product excellence for a luxury goods brand in Port Harcourt. It examines how narrative elements such as tone, imagery, and interactivity contribute to a favorable evaluation of product quality.
Statement of the problem:
Luxury goods brands in Port Harcourt often struggle with effectively communicating product excellence via digital storytelling. When narratives are inconsistent or lack clarity, consumers may perceive a disconnect between the brand’s promise and the actual product, leading to reduced evaluations of quality (Chinwe, 2023). Economic hardships further heighten the need for precise messaging, as consumers demand authenticity and clarity. The challenge is to determine which digital storytelling techniques most effectively convey product excellence. Without this understanding, luxury brands risk undermining consumer confidence and losing their competitive advantage (Ibrahim, 2024).
Objectives of the Study
To examine the impact of digital storytelling techniques on consumer evaluation of product excellence.
To identify key narrative elements that enhance product quality perceptions.
To recommend effective digital storytelling strategies for luxury brands.
Research questions
How do digital storytelling techniques influence consumer evaluation of product excellence?
Which narrative elements are most effective in communicating quality?
What strategies can luxury brands adopt to optimize digital storytelling?
Significance of the Study
This study is significant as it assesses the role of digital storytelling techniques in enhancing customer evaluations of product excellence for a luxury goods brand in Port Harcourt. The findings will help luxury marketers refine their digital narratives to better communicate quality and innovation, thereby boosting consumer confidence. The research contributes to the academic discourse on digital marketing and offers practical recommendations for leveraging digital storytelling in the luxury sector (Ibrahim, 2024).
Scope and Limitations of the Study
The study is confined to a luxury goods brand in Port Harcourt and focuses solely on digital storytelling within advertising channels. It does not extend to offline marketing methods.
Definitions of Terms
Digital Storytelling Techniques: Methods that use digital media to create and share compelling brand narratives.
Product Excellence: The perceived high quality and superior performance of a product.
Luxury Goods Brand: A brand offering premium, high-end products with an emphasis on exclusivity.
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