Digital Storytelling and Reader Engagement: Mediating Role of Narrative Immersion and Moderating Role of Digital Literacy

Abstract

Digital storytelling has transformed the way audiences engage with narratives by integrating multimedia elements such as audio, video, animations, and interactive components. This study investigates the impact of digital storytelling on reader engagement, focusing on the mediating role of narrative immersion and the moderating effect of digital literacy. A quantitative survey was conducted among 250 readers who regularly consume digital narratives, and data were analyzed. Results indicate that digital storytelling significantly enhances reader engagement, with narrative immersion partially mediating this relationship. Readers who experience higher immersion are more likely to exhibit sustained attention, emotional involvement, and cognitive engagement with the story. Furthermore, digital literacy strengthens the effect of digital storytelling on reader engagement, suggesting that technologically adept readers can better navigate, interpret, and interact with multimedia narratives. The findings extend the literature on digital media and user engagement by integrating cognitive and technological factors, offering insights for content creators, educators, and digital marketers. Practically, enhancing narrative immersion through well-designed digital stories and promoting digital literacy can optimize engagement outcomes in educational, entertainment, and marketing contexts.