Struktur Naratif Storyselling serta Mekanisme Psikologis Pembentukan Loyalitas dan Advokasi Merek dalam Pemasaran Modern
Keywords:
storyselling, narrative transportation, brand loyalty, consumer advocacy, emotional persuasion, narrative structure, psychological mechanismAbstract
This research examines effective narrative structures in storyselling and psychological mechanisms linking storyselling to brand loyalty and advocacy. Synthesis of literature from cognitive psychology, marketing, and communication studies reveals that effective storyselling requires identifiable characters, credible conflict, gradual resolution, and careful management of pacing and supporting elements. Nine psychological mechanisms explain the storyselling-loyalty relationship: narrative transportation, character identification, emotional transfer, episodic memory formation, social identity integration, perceived authenticity, social learning, narrative gaps, cultural capital accumulation, and community belonging. Storyselling represents a fundamental strategy for building psychological relationships between consumers and brands that persist through product quality fluctuations or competitive pressure. Success requires deep audience understanding, cross-platform consistency, and willingness to display vulnerability that enhances authenticity.
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