EVALUATING THE EFFECTIVENESS OF A NARRATIVE IN STORYNOMICS

Abstrak

This study explores the effectiveness of narrative in Storynomics as a modern marketing approach that leverages storytelling to build emotional connections between brands and consumers. Drawing on theories by McKee and Gerace (2018), Gottschall (2013), Escalas (2004), and Green & Brock (2000), this paper evaluates how narrative elements such as conflict, character, transformation, and emotional engagement contribute to marketing success. The findings suggest that effective narratives elicit emotional transportation, enhance brand identity, and improve consumer engagement. The study concludes that Storynomics represents a paradigm shift from persuasive messaging to meaning-driven storytelling, which enhances both consumer experience and brand loyalty.