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Storytelling through images: understanding the persuasive effectiveness of social media influencers’ visual narratives

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Listed:
  • Zhang, Xing
  • Ji, Xinyu
  • Cao, Pengfei
  • Xiao, Quan

Abstract

This study examines how visual narrative features influence user persuasion in social media influencer marketing using the Narrate, Act, Resonate (NAR) framework. Drawing on a large dataset of 89,270 images and related user behavior data from Rednote, this research demonstrates that visual storytelling plays an essential role in shaping user attitudes, with its effects influenced by influencer characteristics (e.g., follower size and activity level) and content value type. In the narrate dimension, pixel complexity enhances persuasion by enriching visual details, whereas object complexity has a less favorable impact. Influencers with larger followings or higher activity levels amplify these effects by drawing extra attention to visual elements. In the act dimension, the effectiveness of human presence varies between informational and hedonic content. In the resonate dimension, authenticity, aesthetics, and utility drive user persuasion. These findings deepen our understanding of visual narratives and offer practical guidelines for social media marketing strategies.

Suggested Citation

  • Zhang, Xing & Ji, Xinyu & Cao, Pengfei & Xiao, Quan, 2026. "Storytelling through images: understanding the persuasive effectiveness of social media influencers’ visual narratives," Journal of Business Research, Elsevier, vol. 207(C).
    • Handle: RePEc:eee:jbrese:v:207:y:2026:i:c:s0148296326000378
    DOI: 10.1016/j.jbusres.2026.116003
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