Applying Visual Storytelling in Food Marketing: The Effect of Graphic Storytelling on Narrative Transportation and Purchase Intention

In today’s market, consumers appear to be less interested in promotional strategies, par- ticularly those that rely on text-based advertisements. Graphic storytelling can be seen as providing a more engaging visual approach to attract audiences and is increasingly being used by marketers and food packaging designers. However, the questions of whether and how graphic storytelling influences consumers’ purchase intentions remain under- explored. Based on the Transportation–Imagery Model, two...