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@article{208539,
        author = {Ankush Dhodi and Prof. Pravin Karle},
        title = {The Role of Narrative Scripting and Brand Storytelling in Shaping Consumer Engagement and Brand Recall},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {no},
        pages = {425-437},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208539},
        abstract = {In the context of growing competition, classical forms of advertising in the contemporary market situation are gradually giving way to marketing activities that emphasize storytelling and establishing emotional relationships between brands and their audiences. Narrative scripting and brand storytelling have become valuable instruments for companies seeking to develop their communication strategy. The purpose of the research is to find out how narrative scripting and brand storytelling affect consumer engagement and brand recall in the digital age. This paper analyzes whether techniques used in storytelling like a three-act narrative, engaging characters, conflict, climax, and pace could be implemented into business videos, corporate campaign or promotional videos posted on digital media. As a result of the analysis, the following methodology and approach are chosen for the research – a qualitative, descriptive and analytical framework with secondary data sources in terms of marketing management, consumer psychology, advertising, and media communication literature. The research is intended to find out what influence can be produced by well-designed stories and whether such an approach will help to make brand messages more relevant and emotionally attractive for consumers. Thus, the study finds out that a carefully developed narrative scripting contributes to audience engagement and brand retention; helps to establish loyalty from customers and create a good brand image. Otherwise, lack of organization and clarity in the message delivered by the company can negatively affect audience engagement and make brand message more difficult to remember.},
        keywords = {.},
        month = {September},
        }