Abstract
Digital storytelling has revolutionized the way start-ups communicate their brand values and engage with customers. This study examines the impact of digital storytelling on brand awareness and customer engagement among start-ups. It explores how authentic narratives shared through digital channels, such as social media and websites, enhance emotional connections with customers, leading to increased loyalty and advocacy. A mixed-methods approach was adopted, combining quantitative surveys of 150 start-ups and qualitative interviews with 20 founders and marketing professionals. The findings reveal that start-ups utilizing digital storytelling reported a 45% increase in brand visibility and a 60% improvement in customer engagement metrics such as likes, shares, and comments. Moreover, businesses with emotionally resonant stories achieved higher conversion rates and customer retention. The study underscores the importance of strategic storytelling, emphasizing authenticity, consistency, and cultural relevance. By integrating storytelling into their digital marketing strategies, start-ups can foster meaningful relationships with customers, driving growth and sustainability.
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