Abstract
In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization’s key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.
Highlights
With the diffusion of technology innovations in digital photography and online publishing, growth in aesthetic demands has triggered an unprecedented movement in visual communication using various media over the past two decades [10]
The present study proposes a theoretical model of how visual communications helps in strengthening consumer-brand relationship by engaging people on corporate Social Networking Sites (SNS) pages
This paper investigates the extent to which brands utilize visual content and checks the influence of visual content on the level of engagement received from the audience
Summary
With the diffusion of technology innovations in digital photography and online publishing, growth in aesthetic demands has triggered an unprecedented movement in visual communication using various media over the past two decades [10]. In the present age of social media, visual communications are considered as a key ingredient in commercial and public communication. The social media users heavily rely on visual contents to communicate. This can be done by telling stories, entertaining their friends or by sharing their emotions with others [16]. Visual communication can be considered as one of the major tools used to enhance social media engagement, readership and even sales. The famous statement, a picture is worth a thousand words holds true when messages that are sent through visual communication on Social Media are appreciated overwhelmingly [70]. Since the larger amount of information is available on social media, the users prefer to skip many contents until they find them more attractive and are convinced that it is useful to them. The high quality visual assures visibility in SNS as it is eye-catching and conveys the idea quickly [15], [92]
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