Confirmation of Candidature - Candidate : Emilie Gachassin

Storytelling has become a powerful communication mode for capturing consumers' attention. However, existing research needs a deeper understanding of how digital brand storytelling contributes to customer and employee acquisition and retention. Therefore, this research explores the effectiveness of digital brand storytelling techniques in the service-based industry.

This PhD by publication research, conducted through a mixed-methods approach encompassing a systematic literature review and empirical studies including qualitative and explanatory sequential mixed methods., contributes significantly to the fields of digital marketing communication, relationship marketing, and branding. 
This research expands the current understanding of the role of digital storytelling by providing valuable insights for marketing practitioners on leveraging digital brand storytelling to engage and retain target audiences in the dynamic digital landscape.

For more information, please email the Graduate Research School or phone 0746 311088.