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@article{189686,
        author = {Niharikha P. and Dr. Naneetha R. and Dr. Monisha M.},
        title = {Technology-Driven Digital Storytelling in Brand Marketing: A Case Study of a Five-Star Chocolate Brand},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {7414-7424},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189686},
        abstract = {Digital marketing is on the rise. Brands now increasingly rely on digital storytelling to create meaningful connections with consumers. Unlike the traditional advertising and marketing which focuses on direct promotions, digital marketing incorporates narratives, humor, satire and interactive content to enhance user engagement. This has become powerful tools in marketing, helping companies create memorable campaigns that engages audience making them stand out in the market as a unique brand. This study explores the impact of digital marketing in brand marketing through a case study of Cadbury 5 Star, a brand known for its witty and unconventional advertising to establish their brand identity. By analyzing campaigns the research examines how digital marketing and storytelling, influence the brand’s perception while maintaining active consumer engagement and recalling brand value. Using qualitative content analysis, the study identifies common themes across these campaigns, highlighting their storytelling techniques, audience reach, and impact on consumer perception. It investigates the role of digital-first strategies and storytelling driven advertising in enhancing audience interaction and making the brand reinstated. Findings suggest that digital storytelling plays a crucial role in modern brand marketing, driving deeper audience engagement and emotional connection. The insights from Cadbury 5 Star’s marketing efforts offer valuable lessons for brands looking to harness humor and satire for deeper connections.},
        keywords = {Digital storytelling, Cadbury 5 Star, Digital advertising and Digital-first strategy.},
        month = {December},
        }