The Impact of Visual Marketing on Purchasing Behavior in E-Commerce: A Case Study in The Fashion Industry
Year: 2024
Type: article
Abstract: This study explores the impact of visual marketing elements on consumer purchasing behavior within the fashion e-commerce industry, focusing on visual aesthetics, user-generated content (UGC), and influencer endorsements. Using a qualitative approach, semi-structured interviews were conducted with 25 participants to capture in-depth insights into how visual cues shape consumer perceptions, build trust, and influence purchase intentions. Thematic analysis of the data revealed three main findings: high-quality visuals evoke emotional responses that increase product appeal, UGC serves as a crucial factor in establishing trust and reducing purchase hesitation, and influencer endorsements significantly impact consumer decision-making by adding perceived value and trend relevance. These findings contribute to existing theories, such as the Stimulus-Organism-Response (S-O-R) model, by illustrating the diverse ways in which visual stimuli influence consumer behavior on emotional, social, and practical levels. Managerial implications include the strategic use of high-quality visuals, encouragement of UGC, and selection of authentic influencers to enhance consumer engagement and conversion. This study provides a comprehensive understanding of how visual marketing shapes consumer behavior in fashion e-commerce, offering valuable insights for both academic research and practical applications in the digital marketplace.
Source: Golden Ratio of Data in Summary
Authors: Agus Marwan, H. Harkim, Bambang Sugiharto
Institution: Universitas Pembinaan Masyarakat Indonesia Medan
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405566188