In the COVID-19 era, green consumption has risen into a global trend, leading beauty products to be more environmentally friendly to satisfy these new consumers’ needs. However, not every natural beauty brand, especially natural cosmetic products, survived in the market. This study aimed to examine the cause and effect of a phenomenon of storytelling marketing strategies on the public's purchase intention for cosmetic products made from natural ingredients. The literature study showed that the relationship between storytelling and purchase intention is somewhat inconsistent. As a countermeasure and study gap, this study implemented product innovation as a mediating variable. This research was carried out quantitatively in Jakarta, Indonesia. Data used in this study was primarily obtained through questionnaires in 2021 and judgement sampling of 200 respondents. The data were tested using Structural Equation Model Partial Least Square (SEM-PLS) models’ technique on SmartPLS 3.0. The results showed that storytelling positively increases natural cosmetic purchase intention through product innovation.

This research attempts to better understand how students in Saudi Arabia benefit from narrative and story aspects in gamified learning environments. Data from a sample of 500 persons with varying levels of education are analyzed using quantitative methods such as descriptive statistics, correlation analysis, and multiple regression analysis. The findings point to strong positive correlations between the use of gamification in education, the influence of storytelling, narrative variables, and the acquisition of new skills. There has been a significant shift toward the use of narrative variables as measures of mastery in gamified classrooms. This study's results show that using gamified learning with story elements may increase students' interest, motivation, and knowledge retention. Efforts are now being made by Saudi Arabia to update its educational system and provide its youth with the tools they'll need to succeed in the country's emerging knowledge-based economy. The use of game-based learning and narrative-rich experiences has promising results in this setting.