Visual Search Image Recognition Marketing Mechanism, Short-Form Ephemeral Content Marketing Mechanism on the Sales of Graphic Artworks in Calabar Metropolis, Nigeria

Moses George Etoma; Anthonia Ugiebeme Adie

doi:10.56741/jmsd.v4i03.1363

Authors

Moses George Etoma
mosesetoma@gmail.com
University of Cross River State https://orcid.org/0009-0009-4827-3685
Anthonia Ugiebeme Adie University of Calabar https://orcid.org/0009-0001-0735-3584

DOI:

https://doi.org/10.56741/jmsd.v4i03.1363

Keywords:

Calabar Metropolis, Digital Marketing, Ephemeral Marketing, Graphic Artworks, Marketing Strategies, Visual Image Recognition

Abstract

This study examined the influence of visual image recognition marketing and short-form ephemeral content marketing on the sales of graphic artworks in Calabar Metropolis. Guided by two research questions and two null hypotheses, the study adopted a descriptive survey research design. The population comprised graphic artists, digital content creators, art dealers, gallery owners, social media marketers, and buyers of graphic artworks, from which 100 participants were purposively selected. Data were collected using a validated structured questionnaire and supplemented with semi-structured interviews. Reliability of the instrument was confirmed with a Cronbach’s Alpha coefficient of 0.70. Data analysis employed descriptive statistics (means, frequencies, and percentages) and inferential statistics, including Pearson’s correlation and regression analysis, while qualitative data were analyzed thematically. Findings revealed that visual image recognition marketing significantly influences sales of graphic artworks (r = 0.52, p < 0.05), accounting for 27% of sales variation. Similarly, short-form ephemeral marketing significantly influences sales (r = 0.55, p < 0.05), accounting for 30% of sales variation. Both strategies were found to enhance brand visibility, consumer engagement, and purchase intention, although some respondents noted potential drawbacks such as reduced audience retention or discoverability issues. The study concluded that integrating compelling, high-quality visuals with timely, short-form promotional content can substantially improve sales performance in the creative arts sector. It was recommended that artists and marketers invest in consistent visual branding, leverage social media short-form formats, and adopt analytics tools to monitor and optimize marketing impact.

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Author Biographies

Moses George Etoma, University of Cross River State

is a Lecturer I in the Department of Business Education at the University of Cross River State, Nigeria. His research interests center on business education and marketing, with a focus on sustainable marketing practices and entrepreneurship education. He has authored and co-authored several academic publications that contribute to advancing business and marketing knowledge in education. (email: mosesetoma@gmail.com).

Anthonia Ugiebeme Adie, University of Calabar

is a Lecturer I in the Department of Fine and Applied Arts at the University of Calabar, Nigeria. Her research interests include graphic design, visual communication, and creative branding. She has actively participated in numerous academic and creative projects integrating art, design, and digital storytelling to enhance contemporary visual culture and educational innovation. (email: anthoniaadie@unical.edu.ng).

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