EFFECT OF STORYTELLING IN BRAND ENGAGEMENT OF ONLINE SHOPPING ACTIVITIES (A STUDY OF JUMIA ONLINE SHOPPING)
Abstract
This study aims to examine the impact of storytelling on consumer attitudes towards brands on Jumia, identify emotional responses elicited by storytelling, investigate its effectiveness across different product categories, and explore the moderating effects of demographic variables such as age and income on brand engagement. The study employs Narrative Transportation Theory and Elaboration Likelihood Model (ELM) as theoretical frameworks. The population comprises residents of Ijebu North Local Government Area, with a sample size of 384 respondents determined using Survey Monkey Sample Size Calculator. Stratified random sampling was utilized to ensure representation. Findings reveal that storytelling significantly enhances consumer perceptions, elicits strong emotional responses, varies in effectiveness across product categories, and is moderated by demographic factors. Recommendations include tailoring storytelling strategies to product characteristics and demographic insights, leveraging emotional responses for engagement, and investing in compelling narratives to connect with diverse consumer groups.
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