Siti Shahida, Kamel and Siti Rohaya, Rohaya (2025) Photographic Creativity as Visual Communication: A Framework for Aesthetic Meaning and Consumer Engagement in Malaysian Fashion E-Commerce. In: Book Program for 12th International Conference on Science & Social Research (CSSR 2025), 5-6 November 2025, Online.
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Abstract
This paper rediscovers photographic creativity as a visual communication technique in Malaysia's fashion e-commerce industry. Drawing on theories of creativity, visual perception, and consumer engagement, it proposes that innovative imagery serves as a visual stimulus, conveying the brand's message and creating an emotional value for consumers. Elements such as originality, composition, and relevance influence the interpretation and engagement of aesthetic messages by the audiences. The study combines artistic and marketing perspectives to demonstrate how visual innovation can be utilized as a strategic communication tool to influence people's attitudes, foster emotional connections, and enhance digital branding.
| Item Type: | Proceeding (Paper) |
|---|---|
| Uncontrolled Keywords: | Photography, Photographic Creativity, Visual Communication, Consumer Engagement. |
| Subjects: | H Social Sciences > H Social Sciences (General) L Education > L Education (General) N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NX Arts in general |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Applied and Creative Arts Faculties, Institutes, Centres > Faculty of Applied and Creative Arts Academic Faculties, Institutes and Centres > Faculty of Applied and Creative Arts |
| Depositing User: | Kamel |
| Date Deposited: | 12 Dec 2025 07:05 |
| Last Modified: | 12 Dec 2025 07:05 |
| URI: | http://ir.unimas.my/id/eprint/50963 |
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