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Navigating the Digital Marketing Landscape: The Role of AI and Emotional Storytelling in Consumer Engagement
  • Jayakumar Manoharan
Jayakumar Manoharan

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Abstract

This paper explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing, focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial, particularly for personalizing consumer experiences and enhancing brand narratives. This study investigates AI's role in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The research is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers' emotional attachment to brands, influenced by AI-driven storytelling, and their purchasing behavior. A mixed-methods research approach is employed to test this hypothesis, combining a survey with detailed interviews. The study assesses how emotional attachment, influenced by AI and storytelling, impacts consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest that while emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. The study reveals that AI's role in marketing is valued, but the essence of storytelling should remain grounded in human experiences. The paper concludes that the future of digital marketing lies in a harmonious blend of AI and traditional storytelling, where AI's data-driven insights complement the authenticity and emotional resonance of narratives. This research contributes to the understanding of AI's potential in enhancing emotional attachment-driven branding and online selling performance, offering insights for future strategies in digital marketing.
24 Jan 2024Submitted to TechRxiv
26 Jan 2024Published in TechRxiv