The impact of narrative‑driven marketing communications on customer trust and product quality perception: A case study of a tech gadget in Kano, Nigeria
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Background of the study
Narrative‑driven marketing communications have emerged as a pivotal strategy for tech companies seeking to build customer trust and convey product quality effectively. In Kano, tech gadget manufacturers increasingly rely on cohesive narratives to simplify complex technical information and create relatable stories that resonate with consumers (Oluwaseun, 2023). These narratives often combine customer testimonials, behind‑the‑scenes content, and clear product demonstrations to reinforce the brand’s commitment to innovation and quality. By using narrative‑driven approaches, companies can bridge the gap between technical specifications and consumer understanding, thereby enhancing perceived product quality and fostering trust. Research indicates that a well‑crafted narrative can significantly influence consumer perceptions, leading to higher trust and more favorable evaluations of product performance (Adebayo, 2024). This study examines how narrative‑driven marketing communications affect customer trust and product quality perception for a tech gadget in Kano, aiming to identify key narrative elements that contribute to consumer confidence.
Statement of the problem:
Tech gadget companies in Kano face the challenge of communicating complex product features in an accessible and engaging manner. Inadequate narrative‑driven marketing communications can lead to consumer confusion and skepticism regarding product quality (Oluwaseun, 2023). When narratives fail to clearly articulate the benefits and innovation behind a tech product, consumer trust suffers, negatively impacting purchase decisions. This disconnect is especially critical during competitive market conditions, where even minor lapses in communication can undermine brand credibility. Therefore, there is a pressing need to identify which narrative elements effectively enhance consumer trust and improve product quality perception, ensuring that marketing communications resonate with the target audience (Adebayo, 2024).
Objectives of the Study
To examine the impact of narrative‑driven marketing on customer trust.
To evaluate the effect of narrative communications on product quality perception.
To recommend strategies for optimizing narrative‑driven marketing communications.
Research questions
How do narrative‑driven communications influence customer trust?
What is the effect of narrative storytelling on product quality perception?
Which narrative elements are most critical in tech marketing?
Significance of the Study
This study is significant as it investigates the impact of narrative‑driven marketing communications on customer trust and product quality perception for a tech gadget in Kano. The findings will assist tech marketers in developing effective narratives that build consumer confidence and drive purchase behavior. The research adds to academic literature on narrative marketing and offers practical recommendations for enhancing communication strategies in the tech sector (Adebayo, 2024).
Scope and Limitations of the Study
The study is limited to a specific tech gadget in Kano and focuses exclusively on narrative‑driven communications in advertising. It does not consider other communication channels or industries.
Definitions of Terms
Narrative‑Driven Marketing Communications: The use of storytelling in marketing to communicate brand messages.
Customer Trust: The confidence consumers have in a brand's reliability.
Product Quality Perception: The consumer’s evaluation of a product’s excellence.
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