Publicação
What role does emerging technology (e.g., AI, AR, VR) play in enhancing brand storytelling on digital platforms and how does it innuence consumer engagement?
| Resumo: | In today’s rapidly evolving digital landscape, brands are leveraging emerging technologies such as Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR) to create immersive storytelling experiences that connect with consumers. This dissertation focuses on Nike, a global leader in integrating innovative technology into its brand storytelling, to explore how these tools are redefining consumer engagement on digital platforms. Nike’s use of AR/VR allows users to virtually try on sneakers, creating a personalized and interactive shopping experience that extends beyond traditional retail. Additionally, AI-driven features like <Nike Fit= scan users’ feet to recommend the perfect shoe size, blending utility with storytelling by placing the consumer at the heart of the brand’s storytelling. This study investigates the role of AI and AR in enhancing Nike’s storytelling strategy, examining how these technologies transform consumer interactions into engaging, value-driven experiences. By analyzing consumer responses to these tech-enabled stories, the research uncovers insights into how emerging technologies influence brand perception, customer satisfaction, and overall engagement. The findings aim to provide a framework for understanding the future of digital storytelling in marketing, highlighting the potential for AI, AR, and VR to create deeper emotional connections between brands and their audiences. This research not only sheds light on Nike’s innovative practices but also serves as a guide for brands seeking to navigate the complexities of storytelling in the digital age. |
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| Autores principais: | Löw, Giorgio Leonard Constantin |
| Assunto: | AI AR Brand perception Consumer engagement Digital storytelling IA Nike Perceção da marca RA Storytelling digital VR |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | In today’s rapidly evolving digital landscape, brands are leveraging emerging technologies such as Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR) to create immersive storytelling experiences that connect with consumers. This dissertation focuses on Nike, a global leader in integrating innovative technology into its brand storytelling, to explore how these tools are redefining consumer engagement on digital platforms. Nike’s use of AR/VR allows users to virtually try on sneakers, creating a personalized and interactive shopping experience that extends beyond traditional retail. Additionally, AI-driven features like <Nike Fit= scan users’ feet to recommend the perfect shoe size, blending utility with storytelling by placing the consumer at the heart of the brand’s storytelling. This study investigates the role of AI and AR in enhancing Nike’s storytelling strategy, examining how these technologies transform consumer interactions into engaging, value-driven experiences. By analyzing consumer responses to these tech-enabled stories, the research uncovers insights into how emerging technologies influence brand perception, customer satisfaction, and overall engagement. The findings aim to provide a framework for understanding the future of digital storytelling in marketing, highlighting the potential for AI, AR, and VR to create deeper emotional connections between brands and their audiences. This research not only sheds light on Nike’s innovative practices but also serves as a guide for brands seeking to navigate the complexities of storytelling in the digital age. |
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