The effect of image richness on customer engagement: Evidence from Sina Weibo
作者:Zhao, Lu ; Zhang, Mingli ; Ming, Yaxin ; Niu, Tao ; Wang, Yu
卷154
DOI10.1016/j.jbusres.2022.113307
出版时间JAN 2023
已索引2022-10-28
文献类型Article
摘要
Despite the dominant role of images on social platforms, the research on evaluating visual content is limited in marketing literature. We innovatively proposed using image richness to measure the visual contents by adopting a deep learning algorithm. We collected images embedded in posts by influencers from Sina Weibo and investigated how image richness affects customer engagement. Results show that image richness is positively related with emotional engagement and behavioral engagement, while negatively connected with cognitive engagement. Further, we find that the effect of image richness on customer engagement is more pronounced for experience goods and posters with greater social influence. However, the relationship is weakened by posts' text length, especially for emotional and cognitive engagement. Our paper enriches the literature on the effectiveness of visual content and advances the understanding of customer engagement on social media platforms. These results also shed light on implementing social marketing strategies with images.
作者关键词:Image richness; Deep learning; Behavioral engagement; Emotional engagement; Cognitive engagement
通讯作者地址
Ming, Yaxin
(通讯作者)
Donghua Univ, Glorious Sun Sch Business & Management, Shanghai, Peoples R China
地址
1 Beihang Univ, Sch Econ & Management, Beijing, Peoples R China
2 Donghua Univ, Glorious Sun Sch Business & Management, Shanghai, Peoples R China
电子邮件地址: zhaoluzl@buaa.edu.cn; zhang_ml_ml@126.com; mingyaxin@dhu.edu.cn; 1752145569@qq.com; wangyusem@buaa.edu.cn
全文下载地址：
https://linkinghub.elsevier.com/retrieve/pii/S0148296322007627
