The role of storytelling in influencing corporate brand image among Generation Z consumers

Abstract

Utilizing storytelling plays a central role in achieving strategic objectives when building brand image. Narrative content functions as a significant differentiating factor in the digital environment, where consumers are constantly exposed to advertising. The use of a clear dramatic arc or other effective storytelling elements increases advertisement memorability, but companies face challenges in understanding Generation Z’s preferences. Generation Z consumers are highly aware, demanding, and critical toward advertising. They expect personalized marketing, specific values, easily understandable narratives, and surprising elements to maintain their interest. This master’s thesis examines how Generation Z interprets narrative advertisements and identifies which storytelling elements particularly appeal to them. The study was conducted as a qualitative case study by analyzing the case company Valio’s advertisements through focus group interviews.

The findings demonstrated that storytelling-based advertisements remain more memorable than fact-based advertisements, although the brand itself is not always remembered as strongly. The most memorable advertisements utilized either a classical dramatic arc or a timely and relatable central character. A particularly significant finding was that product visibility becomes especially important at the turning point of the story, where it should function as a clear solution or heroic element to create a strong memory trace. The results confirm that narrative advertising targeting Generation Z requires precision, as effective brand image building demands a balanced integration of both story and brand. Based on the research, narrative advertising is seen as a very effective tool for influencing companies’ brand image with Generation Z.