Beyond the Product: How Storytelling Advertisements Shape Consumer Perception and Purchase Decisions

Abstract

 Background: In a digitally saturated market where consumers are overwhelmed with advertising content, organisations are challenged to find effective ways to connect with their target audience. Storytelling has emerged as a powerful advertising technique to bridge this gap by creating meaningful and memorable connections.

Objective: This study investigates consumer perceptions of storytelling as an advertising technique. Specifically, it examines the frequency of consumer exposure to storytelling advertisements, their influence on consumer purchase decisions, and the emotional and cognitive perceptions of consumers towards this form of advertising.

Methodology: A descriptive survey research design was employed, with data collected from a sample of 384 Nigerian consumers. The sample size was determined using the Cochran formula for infinite populations. A combination of stratified random sampling and purposive sampling was used to ensure adequate demographic representation and select individuals who frequently interact with storytelling advertisements. Data was collected over a 14-21 day period via a structured questionnaire distributed through Google Forms.

Results: Findings reveal that consumers are frequently exposed to storytelling advertisements, predominantly on social media and television. The majority of respondents (69.27%) reported being influenced by a captivating storytelling ad in their purchase decision. The most compelling aspects of these advertisements were identified as their unique and creative storylines and high- quality visuals. Furthermore, the study found that storytelling advertisements primarily evoke emotions of inspiration, excitement, and nostalgia, indicating a strong emotional connection.