DANIEL OFOMEGBE EKHAREAFO

This study focused on the role of storytelling in brand building, using PiggyVest, a leading Nigerian fintech platform as a case study. The research investigated how strategic storytelling influences consumer perception, trust, and brand loyalty in the digital finance sector. The study is guided by four primary objectives: analyze how storytelling contributes to a brand’s success, to examine the storytelling techniques used by PiggyVest, to identify the impact of storytelling on customer engagement and loyalty, and to provide recommendations for brands looking to improve their storytelling strategies. A quantitative method was adopted for this research, selected sampling methods were employed to distribute questionnaire to targeted respondents, providing insights into consumer perceptions, the impact of storytelling and brand loyalty regarding Piggyvest. The findings of the study highlighted the importance of storytelling in brand building, and how it contributes to brand loyalty and consumer perception. This research offers insights on how brands can leverage user generated content for storytelling and how to evaluate the stories shared by their audience through feedback and engagement metrics. Ultimately, this research offers valuable insights to brands and the relevance of storytelling in building a brand, building loyal customer base and fostering a positive relationship with their consumers in a competitive market.