The Impact of Emotional Storytelling on Brand Loyalty: A Study of Consumer Engagement through Social Media Advertising

Abstract

This study investigates the impact of social media marketing strategies on consumer behavior, brand loyalty, and purchase intentions, with a specific focus on the role of authenticity, influencer marketing, and sustainability communication. Drawing on a sample of 188 respondents, the study employs a 5-point Likert scale questionnaire to measure perceptions and behaviors. The data were analysed using R Studio, enabling a comprehensive examination of patterns and relationships through statistical techniques such as regression analysis. The findings underscore the significance of authenticity and user engagement in fostering consumer trust and loyalty. Social media influencers, particularly those perceived as relatable, play a pivotal role in shaping consumer decisions. Moreover, sustainability-oriented communication, characterized by dialogical interaction, enhances brand credibility and consumer commitment. The study contributes to the growing literature on digital marketing by integrating insights from netnography, gamification, and CSR communication. The research provides actionable recommendations for global brands to adapt these strategies across diverse cultural and market contexts. Future research could explore emerging technologies and cross-cultural variations to further refine these findings.