Visual Communication in Academic Marketing: The Impact of Digital Assets on Stakeholder Perception

( Vol-12,Issue-2,March - April 2026 )

Author(s): Simran Ratnani

Download Full Text PDF
Total View : 198
Downloads : 9
Page No: 040-046
DOI: 10.22161/ijaems.122.6

Keywords:

visual communication, academic marketing, digital assets, stakeholder perception, university branding, short-form video, trust, AI disclosure, design richness, misinformation.

Abstract:

The article examines how visual communication practices in academic marketing shape stakeholder perception when universities deploy digital assets across websites and short-form video platforms. Relevance is driven by intensified competition for attention, heightened sensitivity to credibility signals in digitally mediated interactions, and expanding use of AI-supported creative production. Novelty lies in integrating evidence on visual design richness and processing outcomes, institutional visual identity effects, and the trust consequences of AI-related disclosures into a single analytic account of stakeholder judgment formation. The study aims to explain how specific categories of digital assets—identity systems, still imagery, motion graphics, short videos, and AI-generated creative—alter perceived credibility, institutional reputation, and behavioral intentions among prospective students, current students, alums, donors, and partners. The work applies analytical synthesis of recent peer-reviewed research and open research outputs, using comparative analysis and structured source review. The conclusion formulates design and governance implications for academic marketing teams seeking higher persuasion efficiency under trust constraints.

Received: 04 Feb 2026; Received in revised form: 03 Mar 2026; Accepted:08 Mar 2026; Available online: 12 Mar 2026

Cite This Article:

Share: