VISUAL STORYTELLING AND CONSUMER ENGAGEMENT: A STRATEGIC MARKETING PERSPECTIVE ON DIGITAL MEDIA AND BRAND COMMUNICATION

Krishna Kumar T.P; Dhanya Nair; Sarita Agarwal; Kanaka Durga  Hanumanthu; Rajidi Rammohan Reddy; Anitha G

doi:10.29121/shodhkosh.v7.i3s.2026.7352

Authors

Krishna Kumar T.P Professor and Head, Nehru School of Management, NCERC, Pamapadi, Thiruvilwamala, Thrissur, Kerala, India
Dhanya Nair Assistant Professor, Nehru School of Management, NCERC, Pamapadi, Thiruvilwamala, Thrissur, Kerala, India
Dr. Sarita Agarwal Assistant Professor, School of Business-MBA, Indira University, India
Dr. Kanaka Durga Hanumanthu Assistant Professor, KL Business School, Koneru Lakshmaiah Education Foundation, India
Dr. Rajidi Rammohan Reddy Associate Professor, Trinity College of Engineering and Technology, Peddapalli, Telangana – 505172, India
Dr. Anitha G Associate Professor, Maharaja Agrasen Institute of Management Studies, New Delhi 110086, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i3s.2026.7352

Keywords:

Visual Storytelling, Consumer Engagement, Digital Marketing, Brand Communication, Social Media

Abstract [English]

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.

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