Visual Narratives and Artistic Elements in the Communication of Small and Medium-Sized Enterprises on Instagram
Artistic journal indexed in Web of Science
scientific journal, artistic journal
1924
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27/04/2026 By Dáša Franić, Peter Krajčovič

Visual Narratives and Artistic Elements in the Communication of Small and Medium-Sized Enterprises on Instagram

Abstract
The study examines the impact of promotional videos featuring specific visual narratives and artistic elements in the communications of selected small and medium-sized enterprises on the emotional and cognitive domains of Generation Z. Based on an analysis of data from individual EEG (electroencephalography) measurements, FAA (frontal alpha asymmetry), GSR (galvanic skin response), and FEA (facial expression analysis), the study simultaneously processes a profile image of the examined videos through multimodal synthesis. The sample consisted of 12 participants aged 20 – ⁠⁠⁠⁠⁠23. The collection, synchronization, and integration of neurobiological data took place in the iMotions software. Four promotional videos published on Instagram were used for testing, representing the brands Nehera (Video A with elements of highly stylized, cinematic, and artistic aesthetics), Mondieu (Video B with a specific atmosphere, aesthetic experience, and emotional stimulation), Footshop (Video C with minimalist visuals and elements of streetwear subculture), and Soaphoria (Video D with elements of minimalist marketing and the clean beauty concept). The results confirm the phenomenon of the internalization of emotional responses among young viewers and provide a basis for further research, as well as for the strategic optimization of small and medium-sized enterprises’ communication on social media. The results also highlight the fact that different visual narratives and artistic forms in audiovisual content generate specific neurophysiological and behavioural profiles.

 

Key Words

Artistic Elements. Instagram. Neuromarketing. SMEs. Visual Narratives.

 

 

Krajčovič, P., & Franić, D. (2026). Visual Narratives and Artistic Elements in the Communication of Small and Medium-Sized Enterprises on Instagram. European Journal of Media, Art & Photography, 14(1), 120-129. https://doi.org/10.34135/ejmap-26-01-08

Visual Narratives and Artistic Elements in the Communication of Small and Medium-Sized Enterprises on Instagram © 2026 by Peter Krajčovič, Dáša Franić is licensed under CC BY-NC-ND 4.0.

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