EDUCATING, EVALUATING, ADVISING, AND ENTERTAINING - DIGITAL INFLUENCERS AND THEIR NARRATIVES

Organizations have been increasingly exploring storytelling as a valuable strategy to engage customers to increase their attention and retention. Social media platforms like Instagram have become essential tools for many brands to use storytelling through influencers. In this study, we explore the narratives constructed by digital influencers, as they play a crucial role in shaping their brand image and engagement with their audience. By analysing the narrative strategies used by digital influencers, we contribute to a deeper understanding of the role and impact of digital storytelling. We identify, illustrate, and discuss four narrative strategies: educating, evaluating, advising, and entertaining. Our study motivates further research to develop a detailed conceptual understanding of digital influencers and digital storytelling