Consumer Behavior Analysis in Digital Space with Emphasis on Brand Storytelling: A Bibliometric Study from 2015 to 2024

This study presents a comprehensive bibliometric analysis of brand storytelling and its impact on consumer behavior in digital environments, mapping the evolution of research trends from 2015 to 2024. By analyzing 485 articles from Scopus and Web of Science using VOSviewer and CiteSpace, we identify key research clusters, influential authors, and emerging themes. The findings reveal that brand storytelling has transitioned from a peripheral marketing tactic to a central strategy for fostering emotional connections, trust, and loyalty in digital spaces. Notably, highly cited works by Lundqvist et al. [4] and Hollebeek et al. [16] underscore storytelling’s role in enhancing consumer engagement, while emerging trends highlight the integration of AI, AR/VR, and platform-specific narratives (e.g., TikTok, Instagram). Three critical gaps are identified: (1) the underexplored ethical implications of AI-generated storytelling, (2) the need for cross-cultural adaptations in global campaigns, and (3) the lack of standardized metrics to measure storytelling ROI. The study also demonstrates how immersive technologies (AR/VR) and social media algorithms are reshaping narrative personalization, with cases like IKEA’s AR app and Coca-Cola’s localized "Share a Coke" campaigns exemplifying best practices. This research contributes to theory by systematizing fragmented literature through bibliometric visualization, while offering practitioners actionable insights for leveraging storytelling in digital marketing. Its uniqueness lies in combining quantitative bibliometric rigor with qualitative analysis of cutting-edge trends, providing a dual lens to evaluate past achievements and future directions.