AI-Generated Green Brand Storytelling with Narrative Rhetoric and Its Impact on Immersion, Brand Trust, and Brand Loyalty
Keywords:
Brand Storytelling; Narrative Rhetoric, Narrative Rhetoric, Impact on Immersion; Brand Loyalty
Abstract
Background: Rising consumer skepticism toward palm oil-based products due to desirability concerns has prompted companies to adopt more persuasive communication strategies. However, empirical research examining the effectiveness of AI-generated green brand storytelling integrated with narrative rhetoric is limited. This study aims to investigate the impact of narrative rhetoric storytelling on immersion, brand trust, and brand loyalty.
Method: This study uses a quantitative method where data were collected from 350 respondents using purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), supplemented by an independent sample t-test.
Results: The findings indicate that storytelling incorporating elements of narrative rhetoric has a significantly stronger effect on brand loyalty compared to non-narrative storytelling. Furthermore, anthropomorphism, reversal, and symbolism significantly increase consumer immersion, with symbolism showing the strongest effect. Immersion was found to significantly influence brand trust, which in turn was the most significant predictor of brand loyalty.
Conclusion: The conclusion highlight the sequential mechanisms by which narrative rhetorical elements increase engagement, which strengthens trust and ultimately drives loyalty. This study extends narrative rhetorical theory by demonstrating its role in sustainability communication and provides empirical evidence that persuasive storytelling can effectively reduce consumer skepticism and strengthen long-term brand relationships in the context of palm oil-based products
References
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Vaccaro, A. G., Scott, B., Gimbel, S. I., & Kaplan, J. T. (2021). Functional Brain Connectivity During Narrative Processing Relates to Transportation and Story Influence. Frontiers in Human Neuroscience, 15. https://doi.org/10.3389/fnhum.2021.665319
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Biesecker, B. A. (2025). A Rhetoric of Motives, or Toward an Ontology of the Social. In Addressing Postmodernity. https://doi.org/10.2307/jj.30297320.6
Biscaro, C., Bruni, E., Cornelissen, J., & Oswick, C. (2025). Metaphor and Organization Studies: Going beyond resonance to further theory and practice. Organization Studies, 46(5). https://doi.org/10.1177/01708406251314572
Chen, H., Fu, S., & Lyu, B. (2024). Homestays in China: Mediator effects of brand perception upon host-guest interaction and Tourist behavior intention. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29820
Crespo, C. F., Ferreira, A. G., & Cardoso, R. M. (2023). The influence of storytelling on the consumer–brand relationship experience. Journal of Marketing Analytics, 11(1). https://doi.org/10.1057/s41270-021-00149-0
Cui, H., Zhang, P., & Jia, Y. (2025). Empirical Analysis of Brand Experience in the Ontact Era: A Touchpoint Strategy Framework for O2O Operations in the F&B Industry. Sustainability (Switzerland), 17(22). https://doi.org/10.3390/su172210421
Davey, A., Sung, B., & Butcher, L. (2024). Revisiting experiential marketing: a Delphi study. Journal of Brand Management, 31(1). https://doi.org/10.1057/s41262-023-00333-w
Deng, L. (2025). The Impact of Brand Storytelling on Consumer Perception. Scientific Journal of Economics and Management Research, 7(9). https://doi.org/10.54691/r177xt98
Elfadil, M., Sudarto, S., & Novandari, W. (2026). The impact of consumer engagement on purchase intention of complementary and alternative medicine industry: Evidence from Indonesia. Management Science Letters, 16(1). https://doi.org/10.5267/j.msl.2025.10.001
Elsayed, R. A. A. (2023). The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon. Future Business Journal, 9(1). https://doi.org/10.1186/s43093-023-00196-2
Fan, Y., Wang, R., Alkaraan, F., & Wu, W. (2025). Decoding greenwashing practices toward sustainability: The synergistic influence of governance structure and policy-derive rhetorical strategies. Energy Economics, 148. https://doi.org/10.1016/j.eneco.2025.108632
Guenduez, A. A., & Mettler, T. (2023). Strategically constructed narratives on artificial intelligence: What stories are told in governmental artificial intelligence policies? Government Information Quarterly, 40(1). https://doi.org/10.1016/j.giq.2022.101719
Hair, J. F., Singh, S., Kaur, R., & Dana, L. P. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In SAGE Publication.
Haro-Sarango, A. (2026). Research methods for business students. Multidisciplinary Latin American Journal (MLAJ), 4(1). https://doi.org/10.62131/mlaj-v4-n1-editorial
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3). https://doi.org/10.5267/j.ijdns.2022.1.015
Houghton, D. M. (2023). Story elements, narrative transportation, and schema incongruity: a framework for enhancing brand storytelling effectiveness. Journal of Strategic Marketing, 31(7). https://doi.org/10.1080/0965254X.2021.1916570
Huang, C., & Guo, R. (2021). The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric. Journal of Brand Management, 28(1). https://doi.org/10.1057/s41262-020-00213-7
Huang, C., Zhuang, S., Li, Z., & Gao, J. (2022). Creating a Sincere Sustainable Brand: The Application of Aristotle’s Rhetorical Theory to Green Brand Storytelling. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.897281
Iddo Driantami, N. A., & Prasetyo, A. (2022). Peran Store Image terhadap Repurchase Intention dengan Mediasi Customer Satisfaction. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(3). https://doi.org/10.20473/vol9iss20223pp427-438
Karapakdee, J., & Wannapiroon, P. (2023). Immersive Digital Storytelling Learning Experience with a Metaverse Gamification Game Platform to Enhance Game Developer Competency. International Journal of Information and Education Technology, 13(6). https://doi.org/10.18178/ijiet.2023.13.6.1884
Kayeser Fatima, J., Khan, M. I., Bahmannia, S., Chatrath, S. K., Dale, N. F., & Johns, R. (2024). Rapport with a chatbot? The underlying role of anthropomorphism in socio-cognitive perceptions of rapport and e-word of mouth. Journal of Retailing and Consumer Services, 77. https://doi.org/10.1016/j.jretconser.2023.103666
Kumar, P., Jhawar, A., Shetty, K., & Varshney, S. (2025). Green ad stories’ characteristics and green brand trust: examining the moderating role of consumer expertise through the elaboration likelihood model lens. Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2025.2463080
Kurtaliqi, F., Lancelot Miltgen, C., Viglia, G., & Pantin-Sohier, G. (2024). Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies. Journal of Business Research, 172. https://doi.org/10.1016/j.jbusres.2023.114464
Lim, W. M., Kumar, S., Pandey, N., Rasul, T., & Gaur, V. (2023). From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing. Journal of Research in Interactive Marketing, 17(2). https://doi.org/10.1108/JRIM-11-2021-0276
Liu, M. W., Zhu, Q., & Wang, X. (2022). Building consumer connection with new brands through rituals: the role of mindfulness. Marketing Letters, 33(2). https://doi.org/10.1007/s11002-021-09583-7
Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. In Journal of Business Research (Vol. 115). https://doi.org/10.1016/j.jbusres.2020.05.003
Luxamimongkolchai, L., & Nuangjamnong, C. (2024). Exploring the Impact of Digital Marketing and Services on Hotel Performance. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4678035
Ma, S., & Wu, H. (2025). The impact of brand story marketing on consumer brand loyalty. Highlights in Business, Economics and Management, 60. https://doi.org/10.54097/ykvdet97
Mao, L. xuan, He, F., Li, L., Xu, W., Wang, Y., & Liu, Q. feng. (2025). A quantitative study of phase assemblage in cement-fly ash-slag ternary systems using machine learning-assisted BSE-EDS image analysis. Construction and Building Materials, 498. https://doi.org/10.1016/j.conbuildmat.2025.143712
Marx, T. (2024). The push-pull-mooring model of consumer service switching: a meta-analytical review to guide future research. Journal of Service Theory and Practice, 35(7). https://doi.org/10.1108/JSTP-06-2024-0201
Meadows, C. W. (2023). Entertainment or Engagement? An Examination of Transportation and Gender in Virtual Reality. SAGE Open, 13(3). https://doi.org/10.1177/21582440231192953
Mills, A. J., & John, J. (2025). Brand stories: bringing narrative theory to brand management. Journal of Strategic Marketing, 33(1). https://doi.org/10.1080/0965254X.2020.1853201
Mohd Huda, M. I. (2024). Comparative Analysis of Leadership and Economic Impact of the Palm Oil Industry in Indonesia. Business and Economic Research, 14(2). https://doi.org/10.5296/ber.v14i2.21767
Narjis Fatima, Sumera Shaikh, & Abdur Rehman Arif. (2024). The Influence of Brand Image and Advertising on Consumer Buying Behavior: The Mediating Role of Brand Loyalty. International Journal of Contemporary Business and Economics (IJCBE), 2(2). https://doi.org/10.61338/ijcbe.v2i2.48
Nguyen, N. M., Nguyen, H. T., & Cao, T. A. (2024). Effects of Social Media Marketing Activities on Perceived Values, Online Brand Engagement, and Brand Loyalty. Emerging Science Journal, 8(5). https://doi.org/10.28991/ESJ-2024-08-05-017
Nguyen Van, Q., & Vu Gia, K. (2025). Enhancing The Competitiveness of Vietnamese Bamboo and Rattan Brands in The International Market: The Mediating Role of Perceived Brand Value. Turk Turizm Arastirmalari Dergisi. https://doi.org/10.26677/tr1010.2025.1588
Nurfatwa, V. T. A., Nugroho, R. A., & Samsudin, D. (2023). The language style in the Korean language tourism advertising slogans on a YouTube channel. Journal of Korean Applied Linguistics, 3(1). https://doi.org/10.17509/jokal.v3i1.46595
Otsu, K., & Izumi, T. (2025). Evaluating the Impact of Anthropomorphized Daily Items Narrating Past Experiences on Users’ Familiarity with Them:: Discussion Based on Speech Expressions and Animistic Thinking. Lecture Notes in Computer Science, 15768 LNCS. https://doi.org/10.1007/978-3-031-93845-0_17
Pino Gavidia, L. A., & Adu, J. (2022). Critical Narrative Inquiry: An Examination of a Methodological Approach. International Journal of Qualitative Methods, 21. https://doi.org/10.1177/16094069221081594
Polydorou, D. (2024). Immersive storytelling experiences: a design methodology. Digital Creativity, 35(4). https://doi.org/10.1080/14626268.2024.2389886
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, 48. https://doi.org/10.1016/j.dib.2023.109074
Rizqah, R., Sofyan, S., Noval, N., Bachmid, S., & Hamka, H. (2025). The role of bandwagon effect and FoMo in viral marketing. Journal of Innovation in Business and Economics, 9(02 A). https://doi.org/10.22219/jibe.v9i01.40376
Scanlon, B., Quille, K., & Jaiswal, R. (2025). Optimizing Bitcoin Price Prediction: Multivariate LSTM Triumphs. International Journal of Combinatorial Optimization Problems and Informatics, 16(1). https://doi.org/10.61467/2007.1558.2025.v16i1.552
Suknaic, J. C. (2025). Personification in Multimodal Advertising Discourse: A Case Study of the “Share a Coke” Campaign. International Journal of Humanities, Social Sciences and Education, 12(01). https://doi.org/10.20431/2349-0381.1201002
Tianli, Z., & Chen, S. (2024). Rhetorical strategies in Chinese and English talk show humor: a comparative analysis. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1380702
Vaccaro, A. G., Scott, B., Gimbel, S. I., & Kaplan, J. T. (2021). Functional Brain Connectivity During Narrative Processing Relates to Transportation and Story Influence. Frontiers in Human Neuroscience, 15. https://doi.org/10.3389/fnhum.2021.665319
Varghese, D. R. M., & Dr. Amitabh Satapathy. (2025). UNRAVELLING THE IMPACT OF GREENWASHING ON GREEN EQUITY AND PURCHASE INTENTION OF GENERATION Z. Lex Localis - Journal of Local Self-Government, 23(S5). https://doi.org/10.52152/801379
Vilaningrum Wadyatenti, M. A. D., & Pranatasari, F. D. (2025). Analysis of Green Brand Image on Green Brand Equity With Green Trust, Green Satisfaction, And Green Perceived Value As Mediation. Dinasti International Journal of Economics, Finance & Accounting, 5(6). https://doi.org/10.38035/dijefa.v5i6.3817
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Published
2026-02-07
How to Cite
Dina Mardhatilah, & Dita Septiari, E. (2026). AI-Generated Green Brand Storytelling with Narrative Rhetoric and Its Impact on Immersion, Brand Trust, and Brand Loyalty. Sharia Economic and Management Business Journal (SEMBJ), 7(1), 428-442. https://doi.org/10.62159/sembj.v7i1.2509
Section
Articles
Copyright (c) 2026 Dina Mardhatilah, Elisabet Dita Septiari
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