The Role of Storytelling in Digital Marketing: A Study on Local Fashion Brands on Social Media

Abstract

The development of digital technology has significantly transformed the marketing landscape, particularly in the local fashion industry, which is now increasingly utilizing social media as its primary promotional channel. One of the increasingly popular strategies is the use of storytelling, which involves delivering brand messages through emotionally charged and meaningful narratives. This study aims to examine the role of storytelling in enhancing consumer engagement and enhancing the image of local fashion brands on social media. Using a descriptive qualitative approach, data were collected through in-depth interviews, questionnaires, and observations of five local fashion brands in Indonesia. The study's results showed that storytelling elements, including story authenticity, local cultural values, visual aesthetics, and narrative consistency, have a significant influence on consumer loyalty and interaction. These findings confirm that storytelling is not only a communication tool but also an effective branding strategy to build emotional connections and brand differentiation in the digital age. This research makes theoretical and practical contributions to fashion MSME actors and academics, enabling the development of narrative-based marketing strategies.