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Journal of International Marketing and Marketing Research
2026, Volume 4, Issue 2 : 1-5
Research Article
Digital Narrative Storytelling in Global Brands
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 ,
1
Department of Digital Media & Narrative Strategy, University of Amsterdam, Netherlands
2
School of Global Branding & Social Psychology, Indian Institute of Business Research, India
3
Faculty of Interactive Communications, National University of Singapore, Singapore
Abstract

Digital narrative storytelling has emerged as a central strategy for global brands seeking to build emotional resonance, cultural relevance, and transnational identity across diverse consumer groups. Unlike traditional advertising formats that focus on transactional messaging, narrative-driven digital content fosters loyalty, brand mythology, participation, and community-driven meaning-making. This paper examines the theoretical foundations, narrative structures, and cross-cultural adaptation practices that shape digital storytelling for global brands. Using conceptual models, hypothetical datasets, and digital engagement analysis, the findings demonstrate that narrative-based branding increases emotional attachment, improves cross-market consistency, and amplifies shareability through social platforms—particularly short-form video ecosystems. A Global Digital Storytelling Framework is proposed to guide brand practitioners.

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