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August 17, 2025Open Access

Visual storytelling and cultural connection in GCC social media advertising

Key Points

Culturally aligned visual storytelling significantly boosts consumer trust and engagement, reinforcing brand credibility in the GCC.
Participants showed marked preference for narrative-driven, culturally relevant content on platforms like Instagram and TikTok.
Analysis involved a cross-sectional online survey conducted among 231 participants across the six GCC countries, reflecting diverse consumer views.
Culturally sensitive visuals may enable stronger connections and increased consumer loyalty in the GCC markets, highlighting their strategic importance.

Abstract

Introduction Social media has transformed brand communication in the GCC, making culturally relevant visual storytelling essential for effective engagement. Methods A cross-sectional online survey was conducted among 231 participants across the six GCC countries to examine perceptions of visual storytelling in social media advertising. Results Findings revealed a strong preference for culturally aligned, narrative-driven visual content on platforms like Instagram and TikTok. Key elements such as color, authentic imagery, and cultural symbols significantly enhanced consumer trust and engagement. Discussion The study underscores the importance of culturally sensitive visual narratives in enhancing brand credibility and consumer loyalty in GCC markets.

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