Drama marketing in digital commerce: how emotional storytelling shapes consumer perceptions

Background In Thailand's dynamic digital commerce landscape, marketing communication has evolved from rational persuasion to emotional storytelling. Strategic drama marketing—characterized by emotional conflict, moral depth, and resolution—has emerged as a powerful approach to foster authenticity and engagement. This study explores how drama-based storytelling influences Thai consumers' emotional perceptions in digital marketing contexts. Methods A qualitative design was adopted, using semi-structured interviews with 15 Thai consumers familiar with drama-based digital advertisements. Data were analyzed through content analysis to identify patterns of emotional immersion, authenticity, cultural resonance, and behavioral influence. Results Four key themes emerged: (1) emotional immersion and empathy, (2) perceived authenticity and moral resonance, (3) cultural connection and shared values, and (4) influence on brand perception and behavioral intention. Participants described strong emotional engagement and interpreted drama-based narratives as sincere and culturally meaningful. These perceptions were associated with increased trust, brand attachment, and intentions to engage, recommend, and share content. Conclusions The study concludes that, within the study's sample, drama marketing functions as a powerful emotional and cultural communication strategy in Thailand's digital commerce landscape. By aligning emotional narratives with moral values and cultural familiarity, drama marketing transcends transactional advertising and fosters enduring consumer–brand relationships. The findings contribute to communication and marketing theory by integrating narrative transportation, emotional branding, and cultural communication perspectives, while offering practical insights for designing emotionally authentic and culturally resonant digital storytelling campaigns.