O papel do storytelling no marketing digital : um estudo de caso no Magazine Luiza

Abstract

This paper presents the basis for the development of a case study on the influence ofstorytelling in digital marketing, focusing on Magazine Luiza. The general objective of this study is to analyze the narrative elements used by the company in its storytelling approach in digital marketing, and it is focused on the period between 2022 and 2025 to ensure the relevance and timeliness of the data. This time frame will allow us to analyze how recent storytelling strategies in digital marketing are aligned with current market trends and consumer behavior. The analysis will focus on campaigns carried out mainly on Instagram and TikTok, given the relevance of these platforms for storytelling strategies in digital marketing. Through this research, we intend to understand how Magalu builds its narratives, what resources the company uses to engage its target audience, and how this reflects on its results in the digital environment. This study aims to investigate in more depth the narrative elements used, audience engagement, and the practical implications of this approach in the context of online retail.