The Impact of Storytelling Content on Audience Engagement through Trust and Relatability: A Survey Study on Instagram Fashion Influencers
Keywords:
Digital marketing, Social mediaAbstract
This study explores how storytelling in Instagram Stories influences audience engagement. Despite the platform’s popularity, limited research has examined how storytelling affects engagement through trust and relatability. To address this gap, a survey of 67 Instagram users was conducted using Google Forms. The collected data were analyzed in SPSS using linear regression and mediation analysis based on the Baron and Kenny method. The results indicate that storytelling can increase audience engagement by strengthening trust and relatability between influencers and their audiences. Although the study is limited by its small sample size and focus solely on Instagram, it contributes useful insights to research on influencer marketing and digital storytelling.
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