AUTHOR=Mohamed Khaled Mostafa M. 

TITLE=Visual storytelling and cultural connection in GCC social media advertising

JOURNAL=Frontiers in Communication

VOLUME=Volume 10 - 2025

YEAR=2025

URL=https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2025.1584156

DOI=10.3389/fcomm.2025.1584156

ISSN=2297-900X

ABSTRACT=IntroductionSocial media has transformed brand communication in the GCC, making culturally relevant visual storytelling essential for effective engagement.MethodsA cross-sectional online survey was conducted among 231 participants across the six GCC countries to examine perceptions of visual storytelling in social media advertising.ResultsFindings 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.DiscussionThe study underscores the importance of culturally sensitive visual narratives in enhancing brand credibility and consumer loyalty in GCC markets.