Visual communication solutions on Facebook to enhance user engagement based on the example of indigenous clothing brands in Nigeria

Abstract

This study is focused on investigating how visual communication on Facebook enhances user engagement. Engagement of user’s effectiveness has not received adequate attention as far as the increasing usage of Facebook and social media platforms are concern globally. The object of study is visual communication solution on Facebook for enhancing user engagement. The aim of this study is to examine and evaluate visual communication solutions for enhancing user engagement on Facebook based on theoretical analysis and empirical study. Therefore mixed methods of research are adopted for this study to balance the use of numerical and non-numerical data. These data are derived from primary sources through interview conducted and questionnaire shared among specified respondents. Analysis of study was done using descriptive statistical analysis and thematic analysis help to derive pattern and themes to address the gaol of this study. The final outcome reveals that the main factors that contribute to the enhancement of user engagement are the quality of visual communication from the perspective of the business owners and the intuitiveness from the perspective of the user; these two main factors make up the background of the research findings. While the final finding shows that user engagement is important for the development of indigenous business.