The Role of Storytelling in Social Media Marketing in China: A Qualitative Investigation

Abstract

This study explores how storytelling in social media advertisements affects consumer purchase decisions in China, focusing on platforms such as WeChat, Weibo, Douyin, and QQ. By conducting in-depth interviews with Chinese social media users from diverse demographic backgrounds, the research uncovers how storytelling influences perceptions, emotions, and reactions towards ads. The findings reveal that emotional resonance is a significant driver of consumer engagement, with participants noting that compelling narratives evoke strong emotions and create a deeper connection with the brand. Additionally, memorable stories enhance brand recall, making brands more recognizable and trustworthy. Relatable and authentic storytelling notably increases purchase intention, as consumers are more inclined to buy from brands whose narratives they can personally relate to. The study also highlights the importance of cultural relevance, with traditional values, familial ties, and community themes resonating strongly with Chinese consumers. These insights are crucial for marketers aiming to leverage storytelling in social media campaigns to boost consumer engagement, build brand loyalty, and drive purchase decisions in the Chinese market.