social cause campaigns
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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
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 …
Published in Recent Trends in Social Studies · Vol. 3, Issue 2, 2026 · pp. 37–48 Read article