Authors: Yukti Ahuja; Indu Loura
Addresses: Jagan Institute of Management Studies, Rohini, Delhi-110085, India ' Jagan Institute of Management Studies, Rohini, Delhi-110085, India
Abstract: Millennials are the most popular consumer set of the times. They are considered to be an on the go generation. Marketers have a hard time targeting them. While their interests are varied and extravagant, they are circumspect in shifting any marketing communication made to them. Unlike the other generations, millennials frequently visit all digital platforms for searching, evaluating and deciding products and services. Hence, new techniques of enticing them emerged on these platforms; one of them being storytelling. The purpose of this study is to explore storytelling as a digital marketing strategy with special reference to millennials. The study has been conducted in two phases; firstly with the help of a questionnaire and then by taking in-depth interviews. The work has takeaways for researchers, academicians and most importantly corporate professionals who have been deliberating on using this ploy in their communication campaigns. Findings indicate the strengths of storytelling as a communication tool on social media but also reflect upon the millennials' perception pertaining to its emotive power as well the underlying marketing intent.
Keywords: storytelling; millennials; digital marketing.
International Journal of Business and Globalisation, 2022 Vol.30 No.1, pp.3 - 13
Received: 20 Jun 2018
Accepted: 07 Apr 2019
Published online: 30 Mar 2022 *