Impact of Digital Storytelling on Improving Brand Image Among Consumers

Abstract

Prior literature has shown that brands can use digital storytelling (DST) to reduce uncertainty among consumers and thus increase sales. As such, it is important to understand the elements of storytelling and its role in marketing a product. Extant studies have not explored the elements of DST in terms of the technological convenience of the consumer. This study, therefore, examines the mediating impact of DST elements through factors such as perceived efficiency, social interaction, effort expectancy, and facilitating conditions. The Unified Theory of Acceptance and Use of Technology (UTAUT) model was employed as a theoretical base for the study. A sample of 305 respondents who had made an online purchase were shown a digital story of a known brand. The results indicate that the elements of storytelling significantly impact the factors of the UTAUT model. Further, these factors mediate the relationship between DST and two dependent variables (behavioral intention and perceived brand image).