THE IMPACT OF BRAND STORYTELLING ON CUSTOMER ENGAGEMENT ON SOCIAL MEDIA WITH UNACADEMY

In today’s dynamic digital landscape, brand storytelling has emerged as a compelling strategy for fostering deeper consumer connections, particularly on social media. This study explores the impact of brand storytelling on customer engagement, with Unacademy—a leading Indian edtech platform—serving as the focal case. Drawing insights from existing literature, such as the mediating influence of brand image on storytelling and purchase intention (Future Business Journal, 2025), and the mechanisms through which narrative elements enhance engagement (Journal of Business Research, 2019), the research aims to examine how Unacademy’s storytelling content influences user interaction, emotional involvement, and brand perception on platforms like Instagram, Facebook, and YouTube. Building on the framework established in the Journal of Research in Interactive Marketing (2021), which highlights the importance of consumer participation and interaction with brand-owned media, this study adopts a mixed-methods approach. It combines quantitative survey-based regression analysis with qualitative content analysis of Unacademy’s social media activities. The research hypothesizes that brand storytelling significantly enhances customer engagement, and this relationship is mediated by factors such as perceived brand image, content relevance, and emotional resonance. The outcomes are expected to provide valuable implications for marketers in the edtech sector, emphasizing the strategic role of storytelling in driving meaningful engagement and long-term brand loyalty in the social media era. Keywords: Brand Storytelling, Customer Engagement, Social Media Marketing, EdTech