Telling Tales that Sell: The Effectiveness of Storytelling in Brand Building

Abstract

This study focuses on the emotional engagement, trust, and loyalty of Gen Z and Millennials regarding narrative as a means of corporate development. People are already somewhat busy online, thus conventional marketing strategies find it difficult to grab their interest. Still, narrative is beginning to stand out as a more human approach to establish deeper emotional connection with consumers. Finding the most significant emotional triggers, contrasting telling tales in advertising against applying reason, and examining generational differences in brand image and loyalty were the main objectives of this study. There were numerous approaches taken to do it. From a controlled online study with 142 replies, quantitative data was compiled. Those who responded rated two different adverts. One grounded on a narrative, and the other on reason. Likert scores were utilized to ascertain individuals' emotional level of involvement, brand memory quality, brand trust, and loyalty to the brand. To compile qualitative data, five in-depth seminars featuring marketing professionals were conducted. These interviews were then arranged according to theme to highlight how the responses of the clients complement current corporate operations. All things considered; the statistics revealed that stories are a far superior approach than logical advertising influencing public opinion of a brand. People were 25–30% more likely to remember ad A, which conveyed a story, feel emotionally attached to the brand, and believe it. Content that made Gen Z’s—especially women who use social media a lot—strong emotions responded better. Professionals say that sharing stories is a terrific approach to demonstrate your authenticity, win people over to your company, and create enduring trust. According to the survey, especially in digital-first marketplaces targeted at younger people, sharing emotive experiences is a terrific approach to developing a brand. It creates trust, gives brands a more realistic appearance, and encourages consumers to discuss products. Still, it's difficult to find out how each website presents stories and how they affect visitors. Marketing staff should be trained in how to create tales; money should be allocated to digital commercials that evoke strong emotions; brand standards should have frameworks for storytelling in mind. More kinds of people should be studied by researchers using experimental designs and looking at ways interactive technologies like AR and VR might improve future sharing of stories. Storytelling done sincerely and in line with the objectives of the company can convert consumers who show little regard for the brand into brand lovers.