How Brand Storytelling Affects Customer Loyalty in the Digital Age

• Author(s): Vrinda Garg
• Paper ID: 1709070
• Page: 334-342
• Published Date: 11-06-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 8 Issue 12 June-2025

Abstract

In today’s digital-first world, where consumers are overwhelmed with information, traditional marketing has lost much of its persuasive power. As a result, brand storytelling has emerged as a strategic communication tool to emotionally engage consumers, build trust, and foster long-term customer loyalty. This research explores how storytelling, especially across digital platforms like social media, websites, and branded content, shapes customer perception and loyalty. The study adopts a mixed-method approach, combining survey data from 30 digital consumers with thematic analysis of open-ended responses. The findings reveal that storytelling enhances emotional connection, increases trust, and positively influences both repeat purchase behavior and brand advocacy. Authenticity, relatability, and consistency emerged as key elements of impactful storytelling. The research contributes to the evolving literature on digital branding and provides practical recommendations for marketers aiming to build lasting customer relationships through compelling narratives.

Citations

IRE Journals:
Vrinda Garg "How Brand Storytelling Affects Customer Loyalty in the Digital Age" Iconic Research And Engineering Journals Volume 8 Issue 12 2025 Page 334-342

IEEE:
Vrinda Garg "How Brand Storytelling Affects Customer Loyalty in the Digital Age" Iconic Research And Engineering Journals, 8(12)