Visual storytelling and digital marketing in Ghana’s fashion industry: The influence of photography on consumer engagement

The study aimed to explore the functions of digital marketing and photography in advancing Ghana’s fashion industry. It also examined how customers made online purchases and how they reacted to fashion-related content on social media. Data from 152 respondents were collected using a quantitative study design with a closed-ended questionnaire. The study found that 78% of customers were significantly influenced by visual fashion content on social media, with YouTube, Instagram, and TikTok being the most effective platforms for interaction. Remarkably, 96.1% of the respondents agreed that photography increases their engagement with fashion brands, and about 95% agreed on the crucial role of photography in establishing the narrative and identity of Ghanaian fashion brands. Additionally, the survey found that consumers preferred companies that consistently produced aesthetically pleasing, culturally relevant material, and that digital marketing increased consumer trust and brand loyalty in addition to increasing visibility. This study highlights the significance of visual storytelling in consumer decision-making. Furthermore, it offers a distinctive perspective on how effective digital marketing and photography may boost brand engagement and sales in Ghana’s apparel industry. The study argues that the strategic use of digital platforms and high-quality visual material is essential to attract customers, tell brand stories, and increase sales. Recommendations have been offered to expand the space of policy and practice for the creative fields of photography, digital marketing, and fashion design. Contributing to the academic discourse on digital marketing at the intersection of photography and consumer behaviour, this research not only conceptualises photography as a core mechanism of visual storytelling and brand identity within digital fashion marketing but also offers some comparative insights for researchers in the creative industry of Ghana.