Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)

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Emotional Storytelling in Fashion Unboxing: Microinfluencers on TikTok and Their Role in Brand Awareness Among Young Adults

Authors
Estrella Benavides1, Francisco Arbaiza1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, Perú
*Corresponding author. Email: francisco.arbaiza@upc.edu.pe
Corresponding Author
Francisco Arbaiza
Available Online 22 October 2025.
DOI
10.2991/978-94-6463-868-4_33How to use a DOI?
Keywords
Storytelling; Unboxing; Brand Awareness; Microinfluencers; TikTok; Emotional Marketing
Abstract

This study explores the influence of emotional storytelling in unboxing videos produced by fashion microinfluencers on TikTok and its role in generating brand awareness among young female consumers aged 18 to 25. Using a qualitative, phenomenological-hermeneutic design, data were collected through semi-structured interviews and content analysis of selected TikTok videos. The findings reveal that emotional narratives not only enhance the appeal of the unboxing experience but also strengthen the viewer’s connection with both the influencer and the brand. Participants reported greater recall and engagement when videos incorporated authentic stories and emotional cues. Additionally, influencer credibility and presentation style were found to influence brand perception significantly. These insights contribute to the growing body of research on digital marketing strategies and highlight the value of combining storytelling and influencer marketing to increase brand awareness among digitally native audiences.

Copyright
© 2025 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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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
22 October 2025
ISBN
978-94-6463-868-4
ISSN
2667-128X
DOI
10.2991/978-94-6463-868-4_33How to use a DOI?
Copyright
© 2025 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.

Cite this article

risenwbib
TY  - CONF
AU  - Estrella Benavides
AU  - Francisco Arbaiza
PY  - 2025
DA  - 2025/10/22
TI  - Emotional Storytelling in Fashion Unboxing: Microinfluencers on TikTok and Their Role in Brand Awareness Among Young Adults
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 360
EP  - 368
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_33
DO  - 10.2991/978-94-6463-868-4_33
ID  - Benavides2025
ER  -