Visual stimuli on electronic marketing sites and their impact on purchasing Decision: Field analytical study

Document Type : Original Article

Author

mass media

10.21608/jsb.2025.392085.1942

Abstract

With the rapid growth of reliance on the internet for marketing and purchasing, electronic marketing platforms have become central in shaping consumer buying behavior. Visual stimuli play a crucial role in attracting users' attention and encouraging them to make purchasing decisions. These stimuli include colors, images, videos, interactive designs, and visual cues that are strategically integrated into digital interfaces. This study aims to analyze the impact of visual stimuli on consumers’ purchasing decisions by conducting an analytical review of prominent e-marketing platforms such as Amazon and Jumia, in addition to a field study involving a purposive sample of 364 online shoppers. The results revealed statistically significant correlations between the use of visual stimuli and consumer purchasing behavior, highlighting the importance of designing engaging and strategic visual content in digital marketing environments.

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