Impact of Neuromarketing-Driven Storytelling on Digital Marketing Effectiveness Among Youth Consumers

Impact of Neuromarketing-Driven Storytelling on Digital Marketing Effectiveness Among Youth Consumers

Mokshdeep Kapoor (LPU) Mittal School of Business, Lovely Professional University

mokshkapoor1140@gmail.com

Nischaya Duhan (LPU) Mittal School of Business, Lovely Professional University

nischayaduhan@gmail.com

Dr. Pretty Bhalla. Professor Mittal School of Business, Lovely Professional University, Pretty.21576@lpu.co.in

Abstract

This research checks neuromarketing driven storytelling impact on the effectiveness of digital marketing among youth. Young audiences today are constantly bombarded with short-form, highly competitive content in digital form. Consequently, attracting their attention or persuading them is becoming increasingly difficult for brands. Storytelling has gained massive importance in digital marketing due to its ability to develop emotional connection, enhance brand perception and affect consumer behaviour.

The study was designed to analyse the effect of storytelling on engagement, brand recall, purchase intention, and finding the influential storytelling elements most among youth consumers, based on the context. The research design employed cross-sectional quantitative study.  To collect primary data, an online survey was conducted using a structured questionnaire based on a five-point Likert scale. A convenience sampling technique was applied to gather 241 valid responses from digitally active youth consumers. The researchers employed various statistical methods to assess the overall effectiveness and impact of four factors. Descriptive statistics and percentage analysis were used to determine differences between groups, while chi-square test and regression analysis were used to assess relationships between variables.

The results have shown that storytelling driven by neuromarketing has an overall moderate effect on digital marketing. The average scores for engagement, brand recall and purchase intention were close to the neutral point but purchase intention was the strongest of these three outcomes. Categorised analysis showed that purchase intention had the highest percentage of respondents in the high category. Thus, it ensures that storytelling works better for consideration for buying instead of being memorable or engaging for long. Additionally, the chi-square test yielded no significant association between major demographic or usage variables and the outcome categories, which signifies that storytelling effects are not significantly different across youth segments.

The factors chosen revealed through regression only a small amount of variance in the outcome variables storytelling elements.  Visual strength was the only significant positive predictor of purchase intention, thus a very influential element in student storytelling as per this study. The research suggests that storytelling through neuromarketing is a useful but moderately effective strategy for digital marketing for the youth with the strongest effect on purchase consideration.  According to the study’s results, marketers should embrace a visual-first approach to storytelling, reinforced by clear, relatable and emotionally-engaging text.

Keywords: Neuromarketing, Storytelling, Digital Marketing, Youth Consumers, Brand Recall, Engagement, Purchase Intention