A review of visual storytelling on online consumer emotions: A case study of a lifestyle brand in Kano, Nigeria
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Background of the study
Visual storytelling is a potent form of communication that combines imagery, narrative, and design to evoke emotions and create memorable brand experiences. For lifestyle brands in Kano, Nigeria, the use of visual storytelling in digital marketing is increasingly crucial to connect with consumers on an emotional level (Ibrahim, 2023). Through the use of compelling visuals, infographics, and video content, brands can convey their identity, values, and unique offerings in a manner that resonates with the target audience. This method has proven effective in breaking through the noise of digital clutter, capturing attention, and fostering brand loyalty. Visual storytelling not only enhances consumer engagement but also influences purchasing decisions by establishing a deeper emotional connection. However, the effectiveness of visual storytelling can be impacted by factors such as cultural relevance, production quality, and narrative consistency (Umar, 2024). This study reviews the impact of visual storytelling on online consumer emotions, using a lifestyle brand in Kano as a case study. It examines the elements that contribute to a successful visual narrative and how these elements drive emotional engagement and brand affinity (Chinonso, 2025).
Statement of the problem
Lifestyle brands in Kano face challenges in leveraging visual storytelling to evoke strong emotional responses due to inconsistent narrative techniques and production quality issues (Ibrahim, 2023). Despite the potential for visual content to create deep emotional connections, brands often struggle with aligning their storytelling with consumer expectations and cultural nuances. This study seeks to identify the barriers that prevent effective emotional engagement through visual storytelling and suggest strategies to overcome these challenges, ensuring a more impactful consumer experience (Umar, 2024).
Objectives of the Study
To review the role of visual storytelling in influencing online consumer emotions.
To identify challenges in creating effective visual narratives.
To recommend strategies for enhancing emotional engagement through visual storytelling.
Research Questions
How does visual storytelling impact online consumer emotions?
What challenges limit the effectiveness of visual narratives in digital marketing?
How can lifestyle brands optimize visual storytelling to enhance emotional engagement?
Significance of the study
This study is significant as it sheds light on the critical role of visual storytelling in shaping consumer emotions. Its findings will help lifestyle brands in Kano craft more resonant visual narratives that enhance brand connection and loyalty. The research contributes to marketing literature by offering practical recommendations for leveraging visual content to drive emotional engagement (Chinonso, 2025).
Scope and Limitations of the Study
This study is limited to reviewing visual storytelling on online consumer emotions within a lifestyle brand in Kano, Nigeria.
Definitions of Terms
Visual Storytelling: The use of images, videos, and design elements to narrate a brand story and evoke emotions.
Online Consumer Emotions: The emotional responses of consumers triggered by digital content.
Lifestyle Brand: A brand that embodies and promotes a particular way of living through its products and messaging.
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