A Decade of Visual Marketing in a Digital Environment: A Narrative Review


  • Aditya Nirwana Universitas Negeri Malang & Universitas Ma Chung
  • Budi Eko Soetjipto Universitas Negeri Malang
  • Agung Winarno Universitas Negeri Malang
  • Agus Hermawan Universitas Negeri Malang
  • Ounu Zakiy Sukaton Universitas Ma Chung




digital marketing, visual marketing, SLR, Scopus, research paradigm.


Research on visual marketing in the digital environment has primarily focused on social media platforms and has been predominantly experimental. However, there is still a lack of comprehensive reviews that assess the extent of research conducted on digital visual marketing to date. This study aims to address this gap by conducting a review of existing research to explore various possibilities within this topic. The research identifies frequently emerging concepts, research trends, areas of study, and the underlying philosophical foundations (paradigms) employed in research from 2012 to 2022. Utilizing the Systematic Literature Review (SLR) method and a narrative approach, the study reveals that digital marketing, social media, influencer marketing, advertising, Instagram, augmented reality, social networks, eye-tracking, food marketing, and visual analysis are among the most commonly used concepts in the research. Notably, marketing management significantly dominates the field, indicating that research on digital visual marketing topics has predominantly followed a "monodisciplinary" approach. However, there is a recent emergence of netnography methods and the borrowing of critical theory (culture studies) as a form of interpretive paradigm, providing alternative perspectives. The theoretical implications of this study suggest the need for more balanced interdisciplinary research within the domain of digital visual marketing. Additionally, the practical implications highlight the necessity for closer integration between marketing and visual communication design disciplines, both in academia and in practice.

Author Biographies

Aditya Nirwana, Universitas Negeri Malang & Universitas Ma Chung

Fakultas Ekonomi dan Bisnis

Ph.D. Student

Fakultas Sains & Teknologi

Assistant Professor



Budi Eko Soetjipto, Universitas Negeri Malang

Fakultas Ekonomi dan Bisnis


Agung Winarno, Universitas Negeri Malang

 Fakultas Ekonomi dan Bisnis

Associate Professor

Agus Hermawan, Universitas Negeri Malang

Fakultas Ekonomi dan Bisnis

Associate Professor


Ounu Zakiy Sukaton, Universitas Ma Chung

Fakultas Bahasa dan Seni

Assistant Professor


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How to Cite

Nirwana, A., Soetjipto, B. E., Winarno, A., Hermawan, A. ., & Sukaton, O. Z. (2023). A Decade of Visual Marketing in a Digital Environment: A Narrative Review. Scientific Annals of Economics and Business. https://doi.org/10.47743/saeb-2023-0037