Persuasive Communication Through Visual Messaging in E-Commerce Platforms

Abstract

Persuasive communication has become very important in the industrial revolution era, as online media has developed into a main communication tool. In this context, people are indirectly involved in communication in the form of visual messages, especially in transactions between consumers and producers. Using Internet technology, merchants can conduct various business activities electronically, such as transactions and sharing information with consumers and suppliers to maintain relationships before, during, and after the purchasing process. Persuasive communication in the form of visual messages plays a crucial role in electronic commerce and in facing the global market. E-commerce offers great opportunities to use the internet in advertising, selling, buying, payment, and customer service processes. Offering products through e-commerce is certainly not possible without persuasive communication. This study aimed to analyze persuasive communication strategies in the form of visual messages that influence consumers' decisions to buy online. The methods used in this research included a literature review of e-commerce platforms. The research results showed that effective visual elements in advertising, such as high-quality product images, attractive use of colors, clear typography, and informative product videos, greatly influence consumers' purchasing decisions. Through continuous advertising, visual messages could effectively influence consumers' purchasing decisions, making visual persuasive communication the most important part of e-commerce marketing strategies