The Effect of Digital Storytelling on Online Brand Perceptions: An SLR Study

Abstract

This study examines the effect of digital storytelling on online brand perceptions through a Systematic Literature Review (SLR) of peer reviewed articles published between 2016 and 2022. The findings reveal that narrative driven communication plays a crucial role in shaping consumer responses by fostering narrative transportation, building authenticity, and ensuring story product fit. Narrative transportation was found to enhance cognitive and emotional engagement, leading to more favorable brand attitudes. Authentic storytelling, particularly when delivered by influencers or consumers, was shown to strengthen trust and long-term brand love. In addition, user-generated storytelling demonstrated stronger effects than firm produced narratives, highlighting the importance of consumer participation in brand communication. At the same time, story product coherence was identified as a critical boundary condition that amplifies immersion and brand evaluations. Despite these positive outcomes, the literature remains fragmented across advertising, consumer behavior, and digital marketing domains, underscoring the need for further integrative research. This review contributes by consolidating existing evidence and offering a comprehensive framework for understanding how digital storytelling influences brand outcomes in online environments.