Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing

Hao, Xinyue, Valayakkad Manikandan, Sijo, Demir, Emrah ORCID: https://orcid.org/0000-0002-4726-2556 and Eyers, Daniel ORCID: https://orcid.org/0000-0001-5499-0116 2025. Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing. Journal of Research in Interactive Marketing 10.1108/JRIM-02-2024-0088

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Abstract

Purpose: This study aims to explore how the integration of visual storytelling and textual elements within edutainment content drives recursive, emotionally grounded consumer engagement in interactive marketing environments. It challenges linear models of the consumer journey by emphasizing cyclical, meaning-making processes shaped by visual-symbolic and narrative cues. Design/methodology/approach: Using a multimodal artificial intelligence (AI)-assisted analytical approach, this study draws on natural language processing and computer vision to analyze over 10,000 social media posts from leading educational media brands. It identifies underlying engagement mechanisms by examining how visual themes and textual expressions interact to influence consumer behavior across different stages of the edutainment experience. Findings: Visual themes, especially those featuring human or natural elements, trigger early-stage attention, while emotionally resonant language anchors deeper involvement. This co-activation supports a recursive engagement model, where consumers continuously reinterpret and contribute to brand narratives through micro-actions and user-generated content. Engagement becomes a dynamic, participatory loop rather than a discrete outcome. Research limitations/implications: Future research could explore how different visual and narrative elements influence emotional and cognitive engagement across diverse consumer groups. Additionally, investigating the long-term impact of recursive engagement on brand loyalty and consumer behavior will be valuable for further advancing interactive marketing theory. Practical implications: For practitioners in interactive marketing, this research underscores the importance of using visually compelling narratives to craft personalized content that resonates emotionally with consumers. By integrating both emotional and cognitive dimensions into content strategies, brands can enhance consumer engagement. Furthermore, incorporating interactive features, such as user-generated content and real-time feedback loops, is crucial for fostering deeper consumer involvement and strengthening long-term brand loyalty. Social implications: The growing influence of interactive marketing via edutainment and visual storytelling presents opportunities for brands to create more meaningful content that fosters engagement and learning. By aligning with consumers’ values, brands can contribute to societal change, advocating for social and environmental causes while enhancing public awareness and participation. Originality/value: This research reframes interactive marketing as a psychologically layered and dialogic process, offering new theoretical insight into the symbolic and affective mechanics of edutainment. It provides a data-driven foundation for designing content strategies that foster long-term emotional resonance and participatory brand relationships. By demonstrating how AI tools can decode and optimize multimodal engagement, the study contributes both conceptual advancement and methodological innovation to the field.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Emerald
ISSN:	2040-7122
Date of First Compliant Deposit:	15 May 2025
Date of Acceptance:	30 March 2025
Last Modified:	15 May 2025 13:45
URI:	https://orca.cardiff.ac.uk/id/eprint/177275

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