From Sentiment to Sales: A Study of Brand Storytelling Strategies in Celebration Day Campaigns through Digital Communication

DOI

10.2991/978-2-38476-559-1_29How to use a DOI?

Keywords

Digital Communication; Brand Storytelling; Celebration Day Campaigns; Emotional Branding; Consumer Engagement; Social Media Marketing; Digital Advertising; Brand Strategy

Abstract

In today’s experience-driven market, brands increasingly rely on emotional storytelling to connect with consumers, especially during celebration days such as Mother’s Day, Father’s Day, Valentine’s Day, and Women’s Day. These special occasions present a unique opportunity for brands to craft compelling narratives that go beyond product promotion, aiming to build emotional resonance and consumer loyalty. This study explores how brands leverage digital communication platforms—including social media, influencer marketing, branded videos, and interactive content—to deliver impactful storytelling campaigns during celebration days.

The research employs a mixed-methods approach, combining content analysis of selected digital campaigns with consumer perception surveys. Case studies from leading Indian and global brands provide insights into storytelling patterns, emotional appeals, and engagement strategies. The study also examines the role of visual elements, hashtags, and user-generated content in amplifying brand messages across platforms like Instagram, YouTube, and Facebook.

Findings suggest that emotionally rich, culturally relevant stories significantly enhance brand recall and influence purchase decisions. The research concludes by outlining best practices for digital storytelling that can convert emotional engagement into measurable brand outcomes.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anitha Nallasivam
AU  - K. Ramya
AU  - C. Selvaraj
PY  - 2026
DA  - 2026/04/19
TI  - From Sentiment to Sales: A Study of Brand Storytelling Strategies in Celebration Day Campaigns through Digital Communication
BT  - Proceedings of the Global Innovation and Technology Summit “AAROHAN 3.0”_HSS track (GITS-HSS 2025)
PB  - Atlantis Press
SP  - 454
EP  - 465
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-559-1_29
DO  - 10.2991/978-2-38476-559-1_29
ID  - Nallasivam2026
ER  -