The Role of Visual Storytelling in Strengthening Business-to-Consumer Communication

Visual storytelling has become a central approach in modern business-to-consumer (B2C) communication, as brands increasingly rely on visual narratives to build trust, foster engagement, and influence purchasing behaviour. Unlike traditional advertising, visual storytelling integrates images, videos, and multimodal content to craft emotionally resonant narratives that connect with consumers on cognitive and affective levels. This study draws on theoretical perspectives from narrative transportation, semiotics, and multimodal discourse analysis to explain how visual storytelling functions across digital and social platforms. A qualitative methodology combining semi-structured interviews, focus groups, and visual document analysis was employed to explore the perspectives of both marketers and consumers. Findings highlight the significance of brand identity storytelling, emotional resonance, platform-specific adaptations, and consumer co-creation in shaping persuasive outcomes. The analysis shows that authenticity, semiotic coherence, and platform affordances play pivotal roles in narrative effectiveness. The study concludes that visual storytelling not only strengthens consumer-brand relationships but also enhances long-term loyalty when strategically aligned with cultural meanings and consumer participation. Future research should explore cross-cultural differences, algorithmic mediation, and the longitudinal impact of visual storytelling on brand equity. Keywords: visual storytelling, B2C communication, narrative transportation, semiotics, qualitative research, consumer engagement