Unraveling the Power of Digital Storytelling in Enhancing Brand Authenticity and Consumer Engagement

June 28, 2023June 28, 2023 Discipline: Marketing

Hello! i want you to write me a research paper on how digital story techniques can influence brand authenticity and consumer engagement 

this is my thesis: 

In my paper, I will argue that luxury brands can
leverage digital storytelling techniques on social media platforms to gain a
competitive advantage and derive tangible benefits. By analyzing the positive
impact of these strategies on consumers’ perception of brand authenticity and
engagement levels, the research aims to emphasize the crucial role of digital
storytelling in enhancing the success and market positioning of luxury brands.


this is my outline for my main body’s 

Main
Body

A.  
The Power of Digital Storytelling in Enhancing Brand
Authenticity 

·      
CASE
STUDY: Christian Dior’s Secret Garden campaign (Raymond, E., 2020) 

·       Use of symbolism, visuals,
and narrative to create an authentic brand experience.

·       The perception of brand authenticity.

 

B.   
Increasing Consumer Engagement through Digital Storytelling

·      
CASE
STUDY: Burberry love campaign (Straker, K., & Wrigley, C. (2016))

·       Personal
narratives and stories

·       Motivating
and engaging consumers (González Romo, Z. F., García-Medina, I., &
Plaza Romero, N. (2017))

·       Multiple
interaction levels

·      Burberry’s digital engagement model

 

C.  
Leveraging Digital Storytelling for Competitive Advantage

·     
Differentiation
from competitors

·     
Aligning
with brand values

·      Market positioning

·      Consumer
loyalty

 

Conclusion



sources to include: 

 

González Romo, Z. F., García-Medina, I., &
Plaza Romero, N. (2017). Storytelling and social networking as tools for digital
and mobile marketing of luxury fashion brands. International Journal of Interactive
Mobile Technologies (IJIM), 11(6), 136. https://doi.org/10.3991/ijim.v11i6.7511

 

Gurzki, H., Schlatter, N., &
Woisetschläger, D. M. (2019). Crafting extraordinary stories: decoding luxury brand
communications. Journal of Advertising, 48(4), 401–414. https://doi.org/10.1080/00913367.2019.1641858

 

Raymond, E. (2016). DIOR AND DIGITAL
STORYTELLING: ON THE MARKETING OF LUXURY BRAND NARRATIVES.

 

Seifert, C., & Chattaraman, V. (2020). A
picture is worth a thousand words! How visual storytelling transforms the
aesthetic experience of novel designs. Journal of Product & Brand
Management, 29(7), 913–926. https://doi.org/10.1108/JPBM-01-2019-2194

 

Straker, K., & Wrigley, C. (2016).
Emotionally engaging customers in the digital age: The case study of “Burberry
love.” Journal of Fashion Marketing and Management, 20(3),
276–299. https://doi.org/10.1108/JFMM-10-2015-0077

 

Von Wachenfeldt, P. (2021). The Mediation of
Luxury Brands in Digital Storytelling. Fashion Theory, 25(1),
99–118. https://doi.org/10.1080/1362704X.2019.1599256

 

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