INFLUENCING CONSUMER ENGAGEMENT AND BRAND LOYALTY THROUGH STORYTELLING IN CONTENT MARKETING

Abstract

In an era marked by information overload and fierce market competition, businesses are increasingly recognizing the need to captivate consumers' attention and foster lasting brand loyalty. This study delves into the pivotal role of storytelling within content marketing and its profound impact on consumer engagement and brand allegiance. Drawing on an extensive review of literature, empirical data collection, and analysis, this research investigates the mechanisms by which storytelling can create compelling narratives that resonate with audiences. It explores how these narratives extend beyond mere product features, tapping into consumers' emotions, values, and aspirations. The findings emphasize the significance of crafting authentic and emotionally resonant narratives that transcend the transactional nature of traditional marketing. Storytelling in content marketing is not merely a tool for conveying information; it is a means of building a connection with consumers on a profound and lasting level. this study explores the influence of diverse storytelling formats, such as video content, written narratives, and social media campaigns, on consumer behavior. It sheds light on how the choice of medium can impact the effectiveness of storytelling strategies and their ability to drive consumer engagement and brand loyalty.

Keywords:- Storytelling, Content marketing, Consumer engagement, Brand loyalty