Digital Marketing Communication of Local SMEs Products: A Literature Review on Instagram Storytelling in Building Brand Image

Abstrak

This study analyzes the rising trend of Instagram storytelling in digital marketing communication in creating brand images especially as competition rises in the digital world. With digital content becoming saturated, stories have become tools of connecting with people beyond promoting their brands through meaning and identities. This study adopts a qualitative descriptive research design using the literature review method which involves reviewing journal articles, academic books, and other scholarly materials. Literature search was performed systematically and analysis conducted using qualitative descriptive methods such as categorizing and comparing of relevant data concerning digital marketing communication, storytelling, and brand image. It is found out that storytelling acts as a connecting link between promotional strategies and creation of brand images since those that are coherent, relatable, and associated with brand identity increase audience engagements, enhance memory recall and evoke emotions. It is also found out that brand images are created through an interpretive process where meanings are constructed through interaction with brand narratives. In summary, Instagram storytelling can thus be described as an integrating communication technique for creating brand images through constant meaning-making between brands and audiences.