The Power of Narrative: A Mixed Methods Investigation of Storytelling in Social Media Based Social Cause Campaigns and Its Impact on Audience Engagement Among Young Adults

Year : 2026 | Volume : 03 | Issue : 02 | Page : 37 48
By

Nidhi Sharma,

Divya Singhal,

  1. Assistant Professor, Department of Business, Rukmini Devi Institute of Advanced Studies, Delhi, Delhi, India
  2. Student, Department of Business, Rukmini Devi Institute of Advanced Studies, Delhi, Delhi, India

Abstract

Background: The proliferation of digital platforms has fundamentally transformed how social cause organisations communicate with their target audiences. Storytelling has emerged as a strategic tool for driving emotional resonance and behavioural change among young adults a demographic that is both digitally native and increasingly socially conscious. This study investigates (1) how storytelling in social media–based social cause campaigns influences the digital interaction behaviour of young adults, and (2) whether such storytelling shapes their behavioural intentions toward supporting social causes in real life. An explanatory sequential mixed-methods design was employed. In Phase 1, a structured quantitative survey (n = 100 young adults aged 18–35) was administered to measure engagement patterns and behavioural intentions. In Phase 2, semi-structured in-depth interviews (n = 12 purposively selected participants) were conducted to contextualise and explain the quantitative findings. Quantitative data were analysed using descriptive statistics and cross-tabulation; qualitative data were analysed through thematic analysis. Quantitative findings revealed that 62% of respondents agreed or strongly agreed that story-based posts capture more attention than informational posts, and 94% reported being at least sometimes influenced to take real-world action after encountering storytelling-based campaigns. Four qualitative themes emerged: (1) Emotional Resonance as an Engagement Catalyst, (2) Authenticity and Trust in Narrative, (3) Platform-Specific Storytelling Behaviour, and (4) From Awareness to Action Narrative-Driven Prosocial Behaviour. Storytelling significantly drives both digital interaction and real-world behavioural intentions among young adults. Authentic, emotionally resonant, and platform-tailored narratives are the most effective. Social cause organisations should adopt strategic storytelling frameworks to maximise engagement on digital platforms.

Keywords: Digital storytelling, social media engagement, social cause campaigns, young adults, mixed methods, narrative transportation, prosocial behaviour, behavioural intentions

[This article belongs to Recent Trends in Social Studies ]

How to cite this article: Nidhi Sharma, Divya Singhal. The Power of Narrative: A Mixed Methods Investigation of Storytelling in Social Media Based Social Cause Campaigns and Its Impact on Audience Engagement Among Young Adults. Recent Trends in Social Studies. 2026; 03(02):37-48.
How to cite this URL: Nidhi Sharma, Divya Singhal. The Power of Narrative: A Mixed Methods Investigation of Storytelling in Social Media Based Social Cause Campaigns and Its Impact on Audience Engagement Among Young Adults. Recent Trends in Social Studies. 2026; 03(02):37-48. Available from: https://journals.stmjournals.com/rtss/article=2026/view=253731

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Regular Issue Subscription Original Research
Volume 03
Issue 02
Received 25/03/2026
Accepted 14/07/2026
Published 15/07/2026
Publication Time 112 Days

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