Visual Design as a Strategic Driver of Engagement and Brand Perception in Tiktok Automotive Marketing in Malaysia: A Qualitative Inquiry

The rise of TikTok as a dominant short-form video platform has reshaped digital marketing practices, particularly in visually driven industries such as automotive. This study examines how visual design elements influence audience engagement and brand perception in TikTok automotive campaigns in Malaysia. Using a qualitative research design, in-depth semi-structured interviews were conducted with five stakeholders representing managerial, marketing, content creation, and user perspectives. Thematic analysis revealed six key themes: (1) visual clarity, (2) authenticity, (3) professional visual quality, (4) visual consistency, (5) interaction and purchase consideration, and (6) TikTok’s strategic role as a supporting platform. The findings suggest that visual design operates as an integrated communicative system influencing perceptual processing, emotional response, and behavioural intention. This study contributes to digital marketing and visual communication literature by extending Gestalt theory and visual grammar into short-form video contexts. Practical implications highlight the importance of clarity, realism, and structured visual communication in high-involvement product marketing.

Keywords: TikTok marketing, visual design, automotive industry, brand perception, audience engagement, Malaysia

VISUAL COMMUNICATION / DESIGN

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