Viral Storytelling: How Influencers are Redefining Marketing in the Digital Era: Proposal for a Conceptual Model
Abstract
Influencers are increasingly becoming sources of information and innovation for their communities. This article explores brand strategies, with a particular focus on the central role of viral storytelling in digital marketing. It examines how influencers are redefining promotional strategies in the digital age. Our contribution highlights how authentic and engaging narratives shared by influencers on social media captivate audiences and strengthen consumer loyalty. It also emphasizes the mechanisms through which narrative content facilitates the viral spread of brand messages while incorporating emotional and personal elements that set these campaigns apart from traditional advertising approaches. After exploring the conceptual literature, we propose a research model examining the impact of engaging narratives used by influencers on the behavior of their followers.
Keywords: Storytelling, Influencer, Brand, Brand content, Personal Branding, Followers' behavior
Classification JEL : M31
Paper type: Theoretical Research
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Copyright (c) 2025 Meriem AZZOUZI

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