THE IMPACT OF VISUAL CONTENT ON CONSUMER ENGAGEMENT AND BUYING BEHAVIOR IN HERAT PROVINCE: A SOCIAL MEDIA PERSPECTIVE

Abstract

In the rapidly evolving digital landscape of Herat province, Afghanistan, the role of social media and digital marketing has become increasingly significant. This study investigates the impact of visual content on consumer engagement and buying behavior, focusing on how various forms of visual media, such as images and videos, influence consumer trust and purchase decisions. A quantitative research design was employed, with data collected from 500 social media users in Herat province through a structured questionnaire. The findings indicate that visual content, particularly high-quality images and videos, significantly influences consumer trust and engagement. The study also reveals that user-generated content (UGC) is more trusted by consumers than brand-generated content. Additionally, visually oriented social media platforms like Instagram and YouTube are more effective in driving consumer engagement and purchasing decisions compared to less visual platforms. Structural Equation Modeling (SEM) analysis confirmed the strong relationships between visual content engagement, content quality perception, consumer trust, and buying behavior. The results highlight the importance of high-quality, culturally relevant visual content in building consumer trust and influencing purchasing behavior. This study provides valuable insights for local businesses in Herat to optimize their digital marketing strategies and enhance consumer engagement.