Content Storytelling and Community Engagement in Building Customer Loyalty: A Case Study of Cinnong Hijab

DOI

10.2991/978-94-6239-709-5_43How to use a DOI?

Keywords

Content Positive Storytelling; Brand Community; Customer Loyalty

Abstract

The digital transformation has urged brands to adopt marketing strategies that prioritise emotional engagement with customers, particularly through storytelling and online communities. This study aims to examine the role of content positive storytelling and the Teman Cinnong (TeCi) community in fostering customer loyalty within the local hijab fashion brand, Cinnong. A qualitative descriptive approach with thematic analysis was employed. Data were collected through observation of Cinnong’s Instagram content and in-depth interviews with 10 active customers and 2 marketing team members, selected using purposive sampling based on their engagement level. Data validity was ensured through triangulation, member checking, and an audit trail. The findings reveal that Cinnong’s content positive storytelling is perceived by customers as authentic, inspiring, and emotionally engaging, thereby strengthening their sense of closeness to the brand. Rather than functioning merely as promotional material, the content fosters emotional attachment and delivers positive values to the audience. Moreover, the TeCi community plays a crucial role in enhancing customer loyalty through meaningful interactions, voluntary participation, and value-driven activities that cultivate a sense of belonging. Notably, the community also attracts new members who subsequently become loyal customers. This study reinforces the relevance of Brand Relationship Theory and Customer Engagement Theory in the context of emerging markets, while providing practical insights for SMEs in the Muslim fashion industry. Consistent positive storytelling combined with community-based engagement is demonstrated to be an effective strategy for building sustainable customer loyalty.

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  - Salwa Salsabillah
AU  - Fauzi Rahim
PY  - 2026
DA  - 2026/06/20
TI  - Content Storytelling and Community Engagement in Building Customer Loyalty: A Case Study of Cinnong Hijab
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 617
EP  - 630
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_43
DO  - 10.2991/978-94-6239-709-5_43
ID  - Salsabillah2026
ER  -