ROLE OF VISUAL CONTENT IN SOCIAL MEDIA CAMPAIGNS

AUTHOR – HARISH KUMAR R, STUDENT AT GIBS B SCHOOL, BANGALORE

BEST CITATION – HARISH KUMAR R, ROLE OF VISUAL CONTENT IN SOCIAL MEDIA CAMPAIGNS, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 69-75, APIS – 3920-0007 | ISSN – 2583-7230.

Abstract

The research paper investigates the role of visual content in social media campaigns within the marketing industry, highlighting its significance in enhancing audience engagement and brand visibility. The study employs a qualitative analysis of existing literature from 2013 to 2023, revealing that effective visual content significantly boosts conversion rates and strengthens brand identity. Limitations include a focus on specific demographics, suggesting further exploration across diverse sectors. This work contributes original insights into visual marketing strategies, offering valuable implications for marketers aiming to optimize their campaigns.

Keywords: visual content, social media marketing, engagement, brand identity, and conversion rates, emphasizing their role in enhancing consumer behaviour and brand visibility. By analyzing visual storytelling, user-generated content (UGC), and demographic factors, the study provides insights into content effectiveness measurement, emotional responses, and platform-specific strategies. Utilizing PLS-SEM, purposive sampling, and sentiment analysis, the research evaluates social media algorithms, A/B testing, content personalization, and marketing ROI. Grounded in the Stimulus-Organism-Response (S-O-R) framework, it delves into consumer decision-making, digital consumer psychology, and behavioural metrics, offering actionable strategies for optimizing content marketing and online advertising.