The Role of Visual Stimuli in Influencer Marketing and Consumer Behavior explores one of the most powerful forces shaping today's digital marketplace: the way images, colors, and visual cues influence how people think, feel, and buy.
Based on an MBA research project by Layal Bou Khzam, this book investigates the relationship between digital marketing and visual perception with a special focus on influencer marketing. Through surveys of social media users, in-depth interviews with influencers, and content analysis of real campaigns, it uncovers how visual elements—whether a simple color choice, a striking product image, or a carefully crafted video—can build trust, evoke emotions, and drive consumer action.
Readers are guided through the psychology of visual perception, the role of emotions in shaping brand loyalty, and the science behind consumer decision-making. The study reveals which types of visual stimuli are most effective, how authenticity and storytelling enhance influencer credibility, and why certain campaigns succeed while others fail.
Both rigorous and practical, the work highlights key findings:
- Visually appealing content strongly impacts perceptions of brand quality and credibility.
- Emotional responses triggered by color, composition, and imagery influence purchase decisions.
- Authentic storytelling combined with compelling visuals builds trust and long-term engagement.
- Influencers play a pivotal role in translating visual strategy into consumer action.
For marketers, students, researchers, and business professionals, this book provides valuable insights into how digital audiences process what they see—and how brands can design strategies that resonate more deeply.
In a world where attention is scarce and competition fierce, understanding the hidden power of visual stimuli is not just an advantage—it is essential for anyone seeking to connect, influence, and succeed in digital marketing.
