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@article{174050,
        author = {Dave Harsh and Kuldip Parmar},
        title = {Consumer Preferences for Storytelling in Social Media Content (Reels) and Its Impact on Engagement},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {2565-2567},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174050},
        abstract = {Storytelling in social media reels has emerged as a powerful tool to capture audience attention and enhance engagement. This study examines consumer preferences for storytelling in social media reels and its subsequent impact on engagement metrics such as likes, shares, and comments.
A mixed-methods approach was employed, incorporating both qualitative and quantitative research. Data was collected via surveys from 300 Instagram users aged 18-45, analyzing their interactions with storytelling-based reels. The study explores the effectiveness of various storytelling techniques, including emotional, humorous, and inspirational narratives, in influencing consumer behavior.
Findings indicate that reels featuring personal and emotionally engaging stories generate higher engagement compared to non-narrative content. Consumers are more likely to trust brands that use authentic storytelling rather than promotional content. The study provides valuable insights for brands and content creators on optimizing storytelling techniques in social media marketing strategies.},
        keywords = {Storytelling, Social Media, Instagram Reels, Consumer Engagement, Digital Marketing, Brand Trust, Emotional Content},
        month = {March},
        }