How Narrative-Driven Marketing Shapes Consumer Perception of Tech Products

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@article{1711111,
      author = {Ayomiposi Feyisekemi Akinwale},
      title = {How Narrative-Driven Marketing Shapes Consumer Perception of Tech Products},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {9},
      number = {4},
      pages = {193-200},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1711111.pdf},
      abstract = {Narrative marketing involves incorporation of narratives in marketing communication to attract consumers at the emotional and not merely factual level. The paper reviews the role of storytelling in branding of technology products, with Apple Inc. as a prime example of consumer perception. We consider recent studies on narrative branding, digital storytelling practices and consumer psychology, observing that the strategic narratives promote a good brand identity and emotional connection. We base our theoretical framework on the narrative transportation, social identity, and signaling theories in order to understand the persuasive effect of stories. Under methodology, we perform a case analysis of Apple campaigns and a qualitative literature review. The results show that Apple has been marketing its products as heroic creativeness and lifestyle enablers, which form its brand image and brand loyalty. As pointed out in the discussion, aspects of authenticity and hero figures in narratives increase consumer involvement and purchase intention. To sum up, narrative marketing is a very effective instrument in the branding of technological products, and it can be enhanced to foster strong relationships with consumers in the long run provided that it is properly integrated into psychological theory and practical knowledge.},
      month = {October},
  }