Aim: This study investigates how international consumers perceive and respond to specific digital storytelling components; namely plot, characters, verisimilitude, message, and music, within the context of regenerative orange farms in Sargodha, Pakistan. The research explores how these narrative elements influence multi-dimensional engagement (cognitive, emotional, and behavioral) and bridge the trust gap in global ethical markets. Methodology: Adopting a qualitative approach rooted in the interpretivist tradition, the research utilized semi-structured, in-depth interviews with a purposive sample of 10 Northern European consumers. Data were analyzed using thematic analysis via NVivo to identify recurring patterns in consumer perception and narrative transportation. Findings and Conclusion: The results validate and extend the Extended Transportation-Imagery Model (ETIM). Findings reveal that verisimilitude, achieved through raw/unedited footage and the demonstration of difficulty, is the most critical factor for overcoming digital scepticism. This realism, combined with relatable characters like the farmer/worker, fosters an emotional bond that facilitates the cognitive processing of seed-to-shelf transparency. The study concludes that while authentic storytelling is a mandatory mechanism for engagement, its power is conditional; it must be integrated with external/third-party validation to fully convert highly skeptical buyers. Contribution of the Study: The research provides a refined theoretical model for marketing credence goods from emerging economies. It offers a strategic framework for SMEs to utilize "anti-glamour" aesthetics to build cross-cultural trust and achieve competitive advantage in sustainable export markets. Reflections and Suggestions for Future Research: Future studies should employ quantitative verification of this model across larger, diverse populations and utilize experimental designs to test the optimal integration of third-party certifications within digital narratives to address the "sufficiency paradox" of trust.
Shah et al. (Thu,) studied this question.