The Influence of Brand Digital Storytelling Using the Hero’s Customer Journey Communication Technique on Customer Acquisition and Retention

Emilie Gachassin (), Catherine Prentice () and Park Thaichon ()
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Emilie Gachassin: School of Business, Faculty of Business Education, Law and Arts
Catherine Prentice: School of Business, Faculty of Business Education, Law and Arts
Park Thaichon: School of Business, Faculty of Business Education, Law and Arts

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 129-136 from Springer

Abstract: Abstract The research explores how digital brand storytelling, through The Hero's Customer Journey technique, influences customer acquisition and retention, focusing on the entertainment industry. 16 In-depth semi-structured interviews was undertaken for this study. Based on the study's results, digital storytelling using Hero's Customer Journey communication strategy can positively impact customer acquisition and retention. The study showed that digital storytelling using the Hero's Customer Journey communication strategy could positively impact customer acquisition and retention. For customer acquisition, the characters element of the story was found to be particularly influential. However, the study found that the storytelling technique did not prompt intention to visit; instead, it led customers to visit websites and review platforms. For customer retention, the story's secondary characters and settings elements were incredibly influential in triggering positive brand experience memory, leading to greater loyalty and repeat business. The study shows the significance of digital brand storytelling as a strategic branding strategy, especially digital marketing relationships and provides a clear insight into the advertising and acquisition and retention literature. The study also has important insights for managers.

Keywords: brand; digital storytelling; Hero’s Journey; customer journey; communication; social media; and advertising (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-31836-8_17

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