The power of marketing storytelling: Its influence on brand love and customer engagement

Abstract

In a globalized and rapidly developing society, businesses face a highly challenging issue: How can they connect their brands with the minds and emotions of consumers? Today, there are thousands of marketing methods designed to foster brand love among consumers. However, prior studies have not thoroughly explained the relationship between storytelling and brand love, as well as the impact of this marketing approach on consumers' affection for brands. This research focuses on analyzing the influence of storytelling on building brand love and customer engagement among users aged 18 to 65+ on social media platforms in Ho Chi Minh City. Utilizing structural equation modeling with a sample of 300 consumers who have previously viewed storytelling advertisements and expressed a liking for at least one brand, the results reveal that mental perception, emotional attachment, and deep experiences enhance brand love. Furthermore, brand love significantly increases consumer engagement, including purchase decisions, brand advocacy, discussions about preferred products, and providing feedback to brands