The Impact of Visual Brand Content on Consumer Online Engagement: A Theoretical Overview

Abstract

Customers are becoming more devoted to visual social media platforms nowadays. Thus, marketers have responded to this development and embraced branding innovation by producing visually engaging brand content. The main paper provided an overview of the connection between visual brand content and consumer engagement on social media based on a theoretical overview. In this article, the brand's visual content is explored separately, along with research on its numerous attributes. Consumer engagement, antecedents, and effects at each level (consumption, contribution, and production) were presented. The difference between textual and visual brand content in engaging customers, as well as the distinction between video and image content, are then brought up in the discussion of the link between the two notions utilizing research that has been done on the issue. Findings revealed that video and image both influence user engagement, including their different characteristics, and levels of engagement vary in terms of the vivacity of brand posts.