Work

Visual storytelling and cultural connection in GCC social media advertising

Year: 2025

Type: article

Abstract: Introduction Social media has transformed brand communication in the GCC, making culturally relevant visual storytelling essential for effective engagement. Methods A cross-sectional online survey was conducted among 231 participants across the six GCC countries to examine perceptions of visual storytelling in social media advertising. Results Findings revealed a strong preference for culturally aligned, narrative-driven visual content on platforms like Instagram and TikTok. Key elements such as color, authentic imagery, and cultural symbols significantly enhanced consumer trust and engagement. Discussion The study underscores the importance of culturally sensitive visual narratives in enhancing brand credibility and consumer loyalty in GCC markets.

Source: Frontiers in Communication

DOI: 10.3389/fcomm.2025.1584156

Author: Khaled Mostafa M. Mohamed

Institution: Ajman University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,418

Funder: Ajman University