A Study on the Impact of Storytelling Marketing on Brand Perception and Consumer Attitude

Brands are constantly searching for more effective ways to interact with customers and create enduring relationships in today's fiercely competitive industry. Because today's consumers may be inundated with promotional communications, traditional marketing methods frequently fail to connect with them. Because of this, companies are using narrative to engage their audience more deeply. Simply put, storytelling is the use of narratives in brand marketing to convey company values, evoke feelings, and involve customers. With a focus on different storytelling strategies and their ability to engage customers and elicit either a good or negative response, this article will examine the function of storytelling in consumer engagement and brand loyalty.