Storydoing as an experiential strategy for brand value creation in digital environments

Abstract

In the current landscape, as a result of the oversaturation of advertising messages, brand credibility has been deteriorating and, therefore, audiences are increasingly demanding coherent, participatory, and demonstrable experiences. In this sense, the purpose of the research is to examine storydoing as a communication and marketing strategy for generating brand value in the digital age. To this end, the research follows a non-experimental, cross-sectional, and mixed methodological design, surveying active users in the digital environment and conducting structured interviews with communication and advertising experts. The results show that, although most respondents do not recognize the term storydoing, they do carefully appreciate the actual actions of brands, relating them to greater trust, reputation, emotional connection, and intention to recommend. In summary, storydoing emerges as a strategic method for brand building, as it shifts the focus from storytelling to verifiable action, thereby enabling more authentic and lasting connections between brands and audiences in today's digital landscape.