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@article{193520,
        author = {Dr.J.Nithya and DHARANEESH M},
        title = {FROM ATTENTION TO TRUST: BRAND IMAGE BUILDING VIA SHORT VIDEOS, SHORT VIDEOS, STORY TELLING AND PODCAST OF SELECTIVE SPORT BRANDS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {806-809},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193520},
        abstract = {The paper will look at how some of the top brands in the sportswear industry such as Nike, Adidas, and Puma are utilizing short videos, storytelling and podcast as means to turn consumer attention into long-term trust and a strong brand image. Short videos in the digital age attract instant attention with attractive visuals, music promotion, and they generate emotional associations with the storytelling by emphasizing the motives of motivation, innovation, sustainability, and social responsibility. By ensuring that they use real conversations and more information on the brand, podcasts also improve credibility, which will boost customer relationships. The research paper concludes that the inclusion of regularly, emotionally- focused, and value-based digital content strategies are important tools in determining the development of positive brand perception, growing engagements, and creating a long-lasting brand loyalty.},
        keywords = {storytelling, long-term trust, social responsibility, brand perception},
        month = {March},
        }