Digital storytelling: exploring the impact of digital storytelling on customer perception

Abstract

Storytelling, also known as narrative, has gained prominence in marketing by allowing brands to connect emotionally with their audience. The objective was to analyze digital storytelling in the Quito real estate market and its influence on purchase decisions. A mixed design, non-experimental and field modality was used. The results indicate that digital storytelling has a significant impact on the purchase decision, suggesting its usefulness in the marketing strategy. It highlights the importance of considering customer perception when developing sales strategies, as it influences their purchase behavior. Customer testimonials in digital stories also exert considerable influence on purchase decisions. However, the analysis reveals that current marketing strategies are not perceived as innovative, highlighting the need to improve and adapt strategies to meet market demands.

Keywords:

Marketing, Social media, Audience, Social values, communication.