VISUAL STORYTELLING ON INSTAGRAM: A CRITICAL REVIEW OF MARKETING COMMUNICATION IN THE CREATIVE ECONOMY
DOI:
https://doi.org/10.54314/jssr.v9i2.6233Keywords:
Visual Storytelling; Consumer Engagement; Instagram; Creative EconomyAbstract
Abstract: This study aims to analyze the role of visual storytelling (VS) in increasing user engagement on Instagram within the context of the creative economy. This study positions visual storytelling as an ideological practice rooted in affective domination, platform logic, and cultural commodification. This differs from the use of instrumental narratives that emphasize marketing effectiveness. The research method employed is a qualitative approach using critical interpretative and thematic synthesis. The analyzed literature comprises 48 articles relevant to the research objectives. The findings reveal that visual storytelling is perceived as a creative and authentic means of marketing communication. It also functions to establish mechanisms capable of exerting subtle dominance. Strategically, it leverages the potential of modified emotions, cultural identity, and creativity regulated by platform algorithms. The theoretical contribution of this research confirms that visual storytelling serves as a space for narrative dominance, where stories are reduced to instruments aligned with the interests of the market and the platform. These findings further strengthen perspectives within the literature on digital culture and critical marketing. This study also places significant emphasis on human-centered digital communication ethics, transparency, and cultural appropriateness. Therefore, the effectiveness of visual storytelling is not only measured by the level of consumer engagement, but also by its impact on equity and meaning within the creative economy ecosystem.
Keywords: Visual Storytelling; Consumer Engagement; Instagram; Creative Economy
Abstrak: Penelitian ini bertujuan untuk menganalisis peran visual storytelling (VS) dalam meningkatkan keterlibatan pengguna di Instagram dalam konteks ekonomi kreatif. Studi ini meletakkan visual storytelling sebagai praktik ideologis yang berakar pada dominasi afektif, logika platform, dan komodifikasi budaya. Hal tersebut memiliki perbedaan dari penggunaan narasi instrumental yang menekankan efektivitas pemasaran. Metode penelitian yang digunakan yaitu pendekatan kualitatif melalui critical interpretative dan thematic synthesis. Hasil literatur yang di analisis berjumalah 48 artikel yang sesuai dengan tujuan penelitian. Hasil temuan yang didapatkan bahwa visual storytelling dinilai sebagai cara kreatif dan asli dalam melakukan komunikasi pemasaran. Kemudian juga berfungsi untuk membentuk mekanisme yang bisa mendominasi secara halus. Secara strategis memanfaatkan potensi emosi yang dimodifikasi, identitas budaya dan kreativitas yang diatur oleh algoritma platform. Kontribusi teoritis penelitian menegaskan bahwa visual storytelling menjadi tempat dominasi naratif yang menggunakan cerita yang direduksi menjadi instrumen yang mengacu pada kepentingan pasar dan platform. Temuan ini semakin memperkuat perspektif dalam literatur budaya digital dan pemasaran kritis. Penelitian ini juga memberikan penekanan penting terhadap etika komunikasi digital yang berpusat pada diri manusia, transparansi dan kesesuaian budaya. Maka dari itu, efektivitas visual storytelling bukan hanya diukur dari tingkat keterlibatan konsumen, namun juga dari pengaruhnya terhadap keadilan dan pemaknaan dalam ekosistem ekonomi kreatif
Kata Kunci: Visual Storytelling; Keterlibatan Konsumen; Instagram; Ekonomi Kreatif
Downloads
References
Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177
Adekunle, B., & Kajumba, C. (2021). Social Media and Economic Development: The Role of Instagram in Developing Countries. In J. B. Abugre, E. L.C. Osabutey, & S. P. Sigué (Eds.), Business in Africa in the Era of Digital Technology (pp. 85–99). Springer International Publishing. https://doi.org/10.1007/978-3-030-70538-1_6
Amankwah-Amoah, J., Abdalla, S., Mogaji, E., Elbanna, A., & Dwivedi, Y. K. (2024). The impending disruption of creative industries by generative AI: Opportunities, challenges, and research agenda. International Journal of Information Management, 79, 102759. https://doi.org/10.1016/j.ijinfomgt.2024.102759
Anderson, S., Hamilton, K., & Tonner, A. (2016). Social labour: Exploring work in consumption. Marketing Theory, 16(3), 383–400. https://doi.org/10.1177/1470593116640598
Antwi-Boateng, O., & Alblooshi, N. H. A. (2025). United Arab Emirates’ Pursuit of Soft Power through Cultural Diplomacy and Its Challenges. Perspectives on Global Development and Technology, 24(3–4), 514–539. https://doi.org/10.1163/15691497-12341721
Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656–682. https://doi.org/10.1108/EJM-02-2016-0081
Caliandro, A., & Anselmi, G. (2021). Affordances-Based Brand Relations: An Inquire on Memetic Brands on Instagram. Social Media + Society, 7(2), 20563051211021367. https://doi.org/10.1177/20563051211021367
Caragliu, A., & Del Bo, C. F. (2019). Smart innovative cities: The impact of Smart City policies on urban innovation. Technological Forecasting and Social Change, 142, 373–383. https://doi.org/10.1016/j.techfore.2018.07.022
Dawson, P. (2020). Hashtag narrative: Emergent storytelling and affective publics in the digital age. International Journal of Cultural Studies, 23(6), 968–983. https://doi.org/10.1177/1367877920921417
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Eigenraam, A. W., Eelen, J., & Verlegh, P. W. J. (2021). Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement. Journal of Interactive Marketing, 54(1), 53–68. https://doi.org/10.1016/j.intmar.2020.11.001
Elhai, J. D., Levine, J. C., Alghraibeh, A. M., Alafnan, A. A., Aldraiweesh, A. A., & Hall, B. J. (2018). Fear of missing out: Testing relationships with negative affectivity, online social engagement, and problematic smartphone use. Computers in Human Behavior, 89, 289–298. https://doi.org/10.1016/j.chb.2018.08.020
Franck, G. (2019). The economy of attention. Journal of Sociology, 55(1), 8–19. https://doi.org/10.1177/1440783318811778
Gidage, M., & Bhide, S. (2025). Exploring the nexus between intellectual capital, green innovation, sustainability and financial performance in creative industry MSMEs. Journal of Enterprising Communities: People and Places in the Global Economy, 19(3), 457–484. https://doi.org/10.1108/JEC-07-2024-0134
Green, S. D., & Sergeeva, N. (2019). Value creation in projects: Towards a narrative perspective. International Journal of Project Management, 37(5), 636–651. https://doi.org/10.1016/j.ijproman.2018.12.004
Gurrieri, L., & Drenten, J. (2019). Visual storytelling and vulnerable health care consumers: Normalising practices and social support through Instagram. Journal of Services Marketing, 33(6), 702–720. https://doi.org/10.1108/JSM-09-2018-0262
Gustiawan, W. D. & Sudarmiatin. (2025). Cultural Heritage as a Branding Strategy: How Malang’s SMEs Leverage Local Identity for Authentic Marketing. RISK : Jurnal Riset Bisnis Dan Ekonomi, 6(1), 13–23. https://doi.org/10.30737/risk.v6i1.6352
Gusty, R., Wulandari, P., Siregar, I. N. D., Rizqiana, D. S., & Hasibuan, D. K. S. (2025). Interactive Marketing Communication through Live Commerce: A Pathway to Consumer Loyalty. International Journal of Economics and Management Research, 4(1), 604–615. https://doi.org/10.55606/ijemr.v4i1.454
Hassenzahl, M. (2018). The Thing and I: Understanding the Relationship Between User and Product. In M. Blythe & A. Monk (Eds.), Funology 2 (pp. 301–313). Springer International Publishing. https://doi.org/10.1007/978-3-319-68213-6_19
Haynes, P. (2025). Is it still cultural appropriation if the brands are created by the marginalised? Cultural repurposing, minor literature and icon oclastic branding. Consumption Markets & Culture, 1–15. https://doi.org/10.1080/10253866.2025.2552458
Hernández-Johnson, M. J., & Bendixen, L. D. (2025). Critical Mixed Methods: The Imperative for Critical Inquiry and Reflexivity in Research. Journal of Mixed Methods Research, 19(3), 266–286. https://doi.org/10.1177/15586898241302955
Hesmondhalgh, D., Valverde, R. C., Kaye, D. B. V., & Li, Z. (2023). Digital Platforms and Infrastructure in the Realm of Culture. Media and Communication, 11(2). https://doi.org/10.17645/mac.v11i2.6422
Kátai, Z., Osztián, P.-R., & Iclanzan, D. (2024). Enacting algorithms: Evolution of the algorythmics storytelling. Education and Information Technologies, 29(14), 19197–19228. https://doi.org/10.1007/s10639-024-12617-y
Kobets, D. (2024). Digitalization and its Impact on the Development of Contemporary Marketing Strategies. Economic Affairs, 69(2). https://doi.org/10.46852/0424-2513.3.2024.26
Mandagi, D. W., & Centeno, D. (2024). Destination brand gestalt: Dimensionalizing co-created tourism destination branding. International Journal of Tourism Cities. https://doi.org/10.1108/IJTC-02-2024-0049
Moran, G., Muzellec, L., & Johnson, D. (2019). Message content features and social media engagement: Evidence from the media industry. Journal of Product & Brand Management, 29(5), 533–545. https://doi.org/10.1108/JPBM-09-2018-2014
Moran, R. E., Grasso, I., & Koltai, K. (2022). Folk Theories of Avoiding Content Moderation: How Vaccine-Opposed Influencers Amplify Vaccine Opposition on Instagram. Social Media + Society, 8(4), 20563051221144252. https://doi.org/10.1177/20563051221144252
Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. Journal of Marketing, 85(4), 1–20. https://doi.org/10.1177/0022242921997081
Oh, H., Prado, P. H. M., Korelo, J. C., & Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231–241. https://doi.org/10.1108/JPBM-09-2017-1567
Olmos-Vega, F. M., Stalmeijer, R. E., Varpio, L., & Kahlke, R. (2023). A practical guide to reflexivity in qualitative research: AMEE Guide No. 149. Medical Teacher, 45(3), 241–251. https://doi.org/10.1080/0142159X.2022.2057287
Psomadaki, O. I., Dimoulas, C. A., Kalliris, G. M., & Paschalidis, G. (2019). Digital storytelling and audience engagement in cultural heritage management: A collaborative model based on the Digital City of Thessaloniki. Journal of Cultural Heritage, 36, 12–22. https://doi.org/10.1016/j.culher.2018.07.016
Rosado-Pinto, F., Loureiro, S. M. C., & Bilro, R. G. (2020). How Brand Authenticity and Consumer Brand Engagement Can Be Expressed in Reviews: A Text Mining Approach. Journal of Promotion Management, 26(4), 457–480. https://doi.org/10.1080/10496491.2020.1719955
Roth, R. E. (2021). Cartographic Design as Visual Storytelling: Synthesis and Review of Map-Based Narratives, Genres, and Tropes. The Cartographic Journal, 58(1), 83–114. https://doi.org/10.1080/00087041.2019.1633103
Santos, F. P. (2023). Showing Legitimacy: The Strategic Employment of Visuals in the Legitimation of New Organizations. Journal of Management Inquiry, 32(1), 50–75. https://doi.org/10.1177/10564926211050785
Schmoelz, A. (2018). Enabling co-creativity through digital storytelling in education. Thinking Skills and Creativity, 28, 1–13. https://doi.org/10.1016/j.tsc.2018.02.002
Smyrnaiou, Z., Georgakopoulou, E., & Sotiriou, S. (2020). Promoting a mixed-design model of scientific creativity through digital storytelling—The CCQ model for creativity. International Journal of STEM Education, 7(1), 25. https://doi.org/10.1186/s40594-020-00223-6
Van Laer, T., Feiereisen, S., & Visconti, L. M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96, 135–146. https://doi.org/10.1016/j.jbusres.2018.10.053
Wang, S., Lyles, M. A., Bird, A., & Lampel, J. (2025). Local roots, global reach? A framework for managing place-based identity in new cultural industries. Journal of International Business Studies, s41267-025-00807-w. https://doi.org/10.1057/s41267-025-00807-w
Williams, W. R. (2019). Attending to the visual aspects of visual storytelling: Using art and design concepts to interpret and compose narratives with images. Journal of Visual Literacy, 38(1–2), 66–82. https://doi.org/10.1080/1051144X.2019.1569832
Zeng, X., Agarwal, J., & Mourali, M. (2023). A resource-based perspective on customer engagement behaviors: A typology, conceptual framework, and research avenues. AMS Review, 13(3–4), 297–319. https://doi.org/10.1007/s13162-023-00261-7
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ryndian Gusty, Mawaddah, Yohana Yulianti Simbolon, Arief Budiman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
