Published Article

ABSTRACT

This study investigates the impact of digital storytelling on the perceptions of PiggyVest among youths in Rivers State, Nigeria. Digital storytelling has become an essential marketing strategy that employs multimedia elements to engage consumers emotionally. Despite its increasing relevance, empirical research in the Nigerian context remains sparse. This research addresses this gap by examining how young consumers (ages 18-35) interpret digital narratives and form perceptions about PiggyVest, a leading financial technology platform. Utilizing a survey methodology, data were collected from 400 youths across various local government areas in Rivers State. Findings reveal a significant level of exposure to PiggyVest's digital storytelling campaigns, which positively influence youth perceptions of the brand. Respondents reported that digital narratives enhance brand authenticity and trustworthiness, indicating a substantial relationship between storytelling techniques and brand perception. The study underscores the importance of aligning digital storytelling with the cultural and social values of the target demographic to foster deeper emotional connections. Insights gleaned from this research hold implications for marketers targeting youth in Nigeria, suggesting that well-executed digital storytelling can enhance brand visibility and consumer loyalty in an increasingly competitive digital landscape. Recommendations are provided for PiggyVest to expand its storytelling formats and themes, engage audiences actively, and implement feedback mechanisms to refine narrative strategies.