Digital brand storytelling on social media: Its impact on perceived value and purchase intention in the affordable luxury segment

Abstract

Objectives: This research seeks to study how digital brand storytelling (DBS) affects customer purchase intention (PI) through perceived value (PV) for budget-conscious, affordable luxury brands. Our secondary goal is to confirm if perceived value connects DBS and purchase behaviour. Methodology: A survey of 500 people was conducted on their latest brand story engagement using an organised online format. Data were analyzed through SEM and CFA tests to verify our measurement scales. Established measurement scales were adopted from published research to assess DBS (five items), PV (four items), and PI (three items) using a 5-point response scale. Results: The results demonstrate that digital brand storytelling significantly enhances both perceived value and purchase intention. Specifically, storytelling was found to have a strong positive effect on perceived value (β = 0.63, p