International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Role of Visual Content in Digital Marketing: A Comprehensive Analysis of Engagement and Brand Perception

Author(s) Dr. Rosalind Gonzaga, Ms. Claibyn Maria, Dr. Neeraja James, Dr. Somasekharan T M
Country India
Abstract Digital transformation has fundamentally reshaped the marketing landscape by shifting business communication from traditional promotional methods to interactive digital platforms. Among the various forms of digital content, short-form visual formats such as reels and stories have emerged as powerful tools for attracting consumer attention, strengthening brand perception, and influencing purchasing behaviour. Their ability to deliver engaging, creative, and personalised experiences has made them an integral component of modern digital marketing strategies. This study examines the effectiveness of reels and stories in enhancing consumer engagement, brand awareness, and purchase intention. It also investigates how visual storytelling influences consumer perception and emotional responses across different demographic groups. A descriptive research design was adopted, and primary data were collected from 100 respondents using a structured questionnaire through convenience sampling. Percentage analysis was used to analyse the collected data. The findings of the study are expected to provide valuable insights for marketers in designing effective visual content strategies and to contribute to the growing body of literature on digital marketing and consumer behaviour.
Keywords Digital Marketing, Visual Content, Consumer Engagement, Brand Perception, Purchase Behaviour, Social Media Marketing, Consumer Behaviour.
Field Mathematics > Economy / Commerce
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-10
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.85520
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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