Visual Storytelling and Consumer Engagement
A Strategic Marketing Perspective on Digital Media and Brand Communication
Bibliographic Data
| ID | 19490290 |
|---|---|
| Authors | Krishna Kumar TP (0000-0001-9304-4907, Kerala University of Health Sciences), Krishna Kumar T P, Dhanya Nair, D S Nair (Kerala Agricultural University), Sarita Agarwal (0000-0003-2865-122X, Indira Gandhi Mirpur University), Kanaka Durga Hanumanthu (Koneru Lakshmaiah Education Foundation), Rajidi Rammohan Reddy (Trinity College), Anitha G Anitha G, Anitha G (Maharaja Engineering College) |
| Year | 2026 |
| Volume | 7 |
| Issue | 3s |
| Publication date | 2026-04-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | ShodhKosh: Journal of Visual and Performing Arts (JOURNAL) |
| Journal identifiers | ISSN: 2582-7472 • E-ISSN: 2582-7472 |
| Publisher | Granthaalayah Publications and Printers (PUBLISHER • IN) |
| DOI | 10.29121/shodhkosh.v7.i3s.2026.7352 |
| OpenAlex | W7148688236 |
| Language | EN |
| References cited | 47 |
In the rapidly evolving digital landscape, visual storytelling has emerged as a strategic tool for enhancing consumer engagement and brand communication. This study examines the impact of visual storytelling on consumer engagement and brand outcomes by proposing an integrated model linking storytelling, digital media characteristics, engagement, and brand performance. Using a quantitative approach, data were collected from active social media users through structured questionnaires. The findings indicate that visual storytelling significantly enhances cognitive, emotional, and behavioural engagement. In turn, consumer engagement positively influences brand image, brand loyalty, and perceived value, confirming its mediating role. Additionally, digital media characteristics such as interactivity and content format strengthen the effectiveness of storytelling. The results highlight that storytelling-driven visual content is more effective than traditional informational content in capturing attention and building meaningful brand relationships. The study contributes by providing a comprehensive framework and offers managerial insights emphasizing the use of emotion-driven narratives and interactive digital platforms for improved marketing effectiveness
Brand awareness · Brand management · Digital marketing · Digital media · Interactivity · Social media · Storytelling · Digital Marketing and Social Media · Digital Media and Visual Art · Media Influence and Health
Narrative Processing
When consumers and brands talk
Customer Engagement
Social media? Get serious! Understanding the functional building blocks of social media
Consumer perceived value
Visual storytelling and cultural connection in GCC social media advertising
Celebrity vs. Influencer endorsements in advertising
Uses and gratifications of social networking sites for bridging and bonding social capital
Introducing Cobras
Engagement with Social Media and Social Media Advertising
Online engagement factors on Facebook brand pages
Customer engagement with tourism social media brands
The role of transportation in the persuasiveness of public narratives
Self-Construal, Reference Groups, and Brand Meaning
| Highly cited | No |
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