9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Influence of Digital Storytelling on Consumer Engagement in the Sri Lankan Agarwood Personal Care Products(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dewmini, K. P. G. C. S.; Karunanayake, R. K. T. D.This study examines the influence of digital storytelling on consumer engagement in Sri Lanka’s Agarwood personal care market, focusing on how cultural, emotional, and trust-based narratives shape consumer perceptions and behaviors. It explores the effectiveness of different storytelling formats—textual, visual, and video—in enhancing brand loyalty, emotional connection, and purchase decisions. Given the growing prominence of digital media in consumer interactions, this study provides insights into how niche brands, such as Agarwood personal care products, can leverage digital storytelling to establish stronger consumer relationships. A quantitative research approach was adopted, with data collected through structured questionnaires from 387 respondents aged 18 to 60 years across Sri Lanka. The research examined diverse demographic segments based on their exposure to digital storytelling initiatives. Data analysis, conducted using SPSS, assessed the relationships between storytelling formats, cultural and emotional narratives, brand loyalty, and purchase behavior. Findings indicate that cultural narratives significantly influence consumer perceptions, with multi-format storytelling proving more effective in driving higher engagement levels. Consumers exposed to storytelling that reflects their cultural values were more likely to develop an emotional connection with the brand, thereby strengthening brand loyalty. The study further highlights the role of trust in digital storytelling, emphasizing that emotional connectivity fosters long-term consumer-brand relationships. Despite its contributions, the study identifies key challenges facing Agarwood brands, including media fragmentation in Sri Lanka and limited resources for high-quality digital content creation. These findings underscore the need for a strategic approach to digital storytelling, focusing on authenticity and cultural relevance to enhance brand trust and consumer loyalty. From a theoretical perspective, this research advances the understanding of digital storytelling’s role in consumer engagement within niche markets. Practically, it offers valuable insights for marketers and brand strategists, emphasizing the importance of personalized and culturally resonant storytelling techniques in digital marketing strategies. However, the study has certain limitations. The findings are limited to the Sri Lankan Agarwood market, restricting their generalizability to other industries. Additionally, reliance on self-reported data introduces the possibility of response bias. Future research should explore cross-industry comparisons to determine the broader applicability of digital storytelling strategies. Longitudinal studies can also provide insights into the long-term impact of digital storytelling on brand trust and consumer engagement over time.