Examining the Impact of Storytelling on Brand Perception and Consumer Behaviour: A Survey-Based Study in Amravati (KEY IJP************654)

• Muskan J. Soomaney

Abstract

This study examines the impact of storytelling on brand perception and consumer behavior in Amravati, a semi-urban market in Maharashtra. With increasing competition in the digital age, brands are leveraging storytelling to create emotional connections and foster loyalty. However, limited research exists on how regional audiences respond to such narratives. Using a survey- based approach (N29), this research explores how different storytelling elementsemotional appeal, cultural localization, and personalizationinfluence consumer trust, engagement, and purchasing decisions. Findings reveal that story-driven advertisements significantly enhance brand credibility, with 72% of respondents more likely to trust brands with compelling narratives. Cultural relatability emerged as a critical factor, with 62% of participants favouring brands that incorporate local language and traditions. Additionally, short-form video content (58%) and social media (45%) were the most preferred storytelling formats. Despite these insights, the study acknowledges limitations, including a small sample size and regional specificity. The results provide actionable recommendations for marketers targeting semi-urban Indian markets while highlighting the need for further research with larger, more diverse samples.Keywords: Brand storytelling, consumer behaviour, brand perception, emotional marketing, regional branding, Amravati