Visual storytelling and cultural connection in GCC social media advertising

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.