Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘ Jaago Re ’
Year: 2024
Type: article
Abstract: Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.
Institution: Manipal Academy of Higher Education
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,450
OpenAlex ID: W4402410696