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p-Index From 2020 - 2025
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This Author published in this journals
All Journal Management Studies and Business Journal
Piar, Christie Stepahanie
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Storytelling that Sells: Building Strong and Memorable Brands Through Narrative Uhai, Sabalius; Piar, Christie Stepahanie
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 4 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/74tgbf10

Abstract

The integration of the concept of "Brand Stories" in marketing with data-based marketing strategies has become the focus of attention in efforts to improve business performance and consumer engagement. This article presents the results of a systematic literature review aimed at exploring the potential and impact of this integration. By analyzing related studies from the period 2019 to 2024, we conclude that the integration of brand storytelling and data-driven marketing has great potential in improving sales results and consumer engagement. The practical implications of these findings are presented to provide guidance for marketing practitioners in designing more effective marketing strategies.
Co-Authors Sabalius Uhai