Digital Brand Storytelling and Customer Engagement among Generation Z Consumers: Empirical Evidence from the Health and Wellness Products Market in Nairobi County, Kenya

Abstract

This study examined the influence of digital brand storytelling on customer engagement among Generation Z consumers in the health and wellness products market in Nairobi County, Kenya. Guided by Narrative Transportation Theory, Relationship Marketing Theory, and Uses and Gratifications Theory, the study determined the effects of authenticity, emotional appeal, interactive storytelling, user-generated content, and influencer storytelling on customer engagement. A quantitative cross-sectional research design was adopted, and data were collected from Generation Z consumers using a structured questionnaire administered in private universities, wellness and beauty stores, shopping malls, fitness centers, and social media communities. The data were analyzed using descriptive statistics, exploratory factor analysis, Pearson correlation, and multiple regression analysis. The findings revealed that digital brand storytelling has a significant positive influence on customer engagement (R² = 0.684, p < .001). All five storytelling dimensions positively and significantly influenced customer engagement, with authenticity and interactive storytelling emerging as the strongest predictors. The study contributes to digital marketing literature by conceptualizing digital brand storytelling as a multidimensional construct and providing empirical evidence from Kenya's health and wellness products market. The study recommends that health and wellness firms prioritize authentic, emotionally engaging, and interactive storytelling, encourage user-generated content, and collaborate with credible influencers to strengthen customer engagement among Generation Z consumers. These findings provide valuable insights for marketers, brand managers, and policymakers seeking to develop effective digital engagement strategies within emerging markets.

Keywords: Digital brand storytelling; customer engagement; Generation Z; Health and wellness products; Nairobi County; Kenya

DOI: 10.7176/EJBM/18-8-06

Publication date: August 30^th 2026