The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Narrative Intelligence: Leveraging AI in Storytelling and Content Creation for Brand Engagement and Equity Measurement
|
|
Author(s): Zerin Tasnim (North South University, Bangladesh), Md Mahdi Hasan Ahid (American International University-Bangladesh, Bangladesh), Md. Adnan Rahman (Uttara University, Bangladesh), Mohammad Mofasserul Islam (International University of Business Agriculture and Technology, Bangladesh), Md. Nafis Fuad (American International University-Bangladesh, Bangladesh)and Abu Bakar Abdul Hamid (Infrastructure University Kuala Lumpur, Malaysia)
Copyright: 2026
Pages: 34
Source title:
AI, Machine Learning, and Image Processing in Market Research and Branding
Source Author(s)/Editor(s): Md Faiz Ahmad (SRM University, Amaravati, India), Mudassir Rafi (King Khalid University, Saudi Arabia)and Mohd Danish Kirmani (IILM University, Greater Noida, India)
DOI: 10.4018/979-8-3373-4506-2.ch003
Purchase
|
Abstract
This chapter explores the ways in which artificial intelligence is changing brand storytelling into a more dynamic and data-driven process for enhancing engagement and measuring brand equity. It looks at how AI helps generate personalized narratives and also measures emotional and behavioral reactions from consumers. The chapter discusses both the opportunities and challenges that come from blending computational tools with human creativity. Using theoretical frameworks, real-world case studies, and ethical reflections, it shows how brands can use AI to create authentic and culturally aware stories, while carefully assessing their effectiveness. The argument is made for a hybrid approach where human insights work alongside algorithmic precision, aiming to develop brand communication strategies that are emotionally meaningful and ethically sound building trust, loyalty, and lasting brand value in a marketing world that is becoming increasingly personalized.
Related Content
|
R. N. Ravikumar, S. Aarthi, Valisher Sapayev, Alijon Esanov.
© 2026.
32 pages.
|
|
Md Mehedi Hasan Emon, Tahsina Khan.
© 2026.
34 pages.
|
|
Zerin Tasnim, Md Mahdi Hasan Ahid, Md. Adnan Rahman, Mohammad Mofasserul Islam, Md. Nafis Fuad, Abu Bakar Abdul Hamid.
© 2026.
34 pages.
|
|
P. S. Venkateswaran, S. Jeyakumar, S. Devi Kamatchi, S. Manimaran.
© 2026.
36 pages.
|
|
Aliza, Abdullah, Muhammad Usman.
© 2026.
32 pages.
|
|
Rohit Yadav.
© 2026.
22 pages.
|
|
Salam Al E'mari, Yousef Sanjalawe, Fuad Fataftah.
© 2026.
30 pages.
|
|
|