Drama in Advertisement as a Tool for Telecommunication Networks

Drama has been effectively explored by many industries in advertising their brands. This paper explores the effectiveness of drama-based advertisements in enhancing consumer engagement, brand recall, and loyalty within the telecommunication industry with MTN as case study. This article is anchored Social Learning Theory and Narrative Transportation Theory in treating the theoretical framework. Through a quantitative survey, the study investigates how narrative elements such as relatable characters, compelling storylines, and emotional appeal influence consumers’ perceptions and purchasing decisions regarding telecommunication brands. Findings indicate that drama-based advertisements significantly improve consumers’ emotional connections with brands, making them more memorable and fostering long-term loyalty. Additionally, these advertisements effectively position telecommunication services as integral to daily lives, enhancing brand relevance and consumer attachment. The study concludes that drama is a powerful tool for telecommunication advertising and recommends that brands invest in creating narrative-driven campaigns that relates and aligns with diverse consumer segments.