Brand communication in social media: The use of image colours in popular posts

Zailskaitė-Jakštė, Ligita; Ostreika, Armantas; Jakštas, Aurimas; Stanevičienė, Evelina; Damaševičius, Robertas

doi:10.23919/mipro.2017.7973636

Cited by 18 publications

(9 citation statements)

References 20 publications

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“…One of the essential user behaviour metrics for advertising revenue is the clickthrough rate (CTR). It is a short term, non-financial consumer behaviour measurement [6], which possibly links to financial results, and is also equally vital for increasing incomes. Many online applications, such as web search, recommender systems [14], and display advertising, rely on click-through rate (CTR) prediction.…”

Section: Click-through Rate (Ctr)mentioning

confidence: 99%

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Usability and Security Testing of Online Links: A Framework for Click-Through Rate Prediction Using Deep Learning

Damaševičius

Zailskaitė-Jakštė

2022

Electronics

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The user, usage, and usability (3U’s) are three principal constituents for cyber security. The effective analysis of the 3U data using artificial intelligence (AI) techniques allows to deduce valuable observations, which allow domain experts to design practical strategies to alleviate cyberattacks and ensure decision support. Many internet applications, such as internet advertising and recommendation systems, rely on click-through rate (CTR) prediction to anticipate the possibility that a user would click on an ad or product, which is key for understanding human online behaviour. However, online systems are prone to click on fraud attacks. We propose a Human-Centric Cyber Security (HCCS) model that additionally includes AI techniques targeted at the key elements of user, usage, and usability. As a case study, we analyse a CTR prediction task, using deep learning methods (factorization machines) to predict online fraud through clickbait. The results of experiments on a real-world benchmark Avazu dataset show that the proposed approach outpaces (AUC is 0.8062) other CTR forecasting approaches, demonstrating the viability of the proposed framework.

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Section: Click-through Rate (Ctr)mentioning

confidence: 99%

“…Usable design must play a part in creating the effective business use of social media. The popularity of social media posts and materials can be increased by using relevant keywords, attractive image colours [6], and other search engine optimization (SEO) techniques. Usability is also related to credibility.…”

Section: Introductionmentioning

confidence: 99%

Usability and Security Testing of Online Links: A Framework for Click-Through Rate Prediction Using Deep Learning

Damaševičius

Zailskaitė-Jakštė

2022

Electronics

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“…Consumer perception needs to be positive and coherent [24]. This is important because the same message should be disseminated through different communication channels in order to make a positive impact [29][30][31]. Advertising can be used to improve brand awareness, in relation to the service and service category [32].…”

Section: Brand Awareness and Trust In The Service Industrymentioning

confidence: 99%

Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

Ročkutė¹,

Minelgaitė²,

Zailskaitė-Jakštė³

et al. 2018

Sustainability

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Brand awareness is important for a good market performance of a company. However, research on the contextual preconditions needed for the improvement of brand awareness is limited, particularly in specific service sectors such as employment agencies. We present the research results of the preconditions for the improvement of awareness (which is one of the dimensions of brand equity) in an employment agency. We also analyze the effects of the perceived trust of customers on the improvement of brand awareness in the employment sector. As a case study, we present an example of an employment agency in Lithuania. This research is particularly timely in the Lithuanian context, where high levels of emigration are having a considerable negative impact on companies and their major internal operations-human resource management, marketing, and strategic planning-challenging the aims of long-term socially sustainable development. This research paper has a high relevance for other high-emigration economies.

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“…Nearly 90% of the Fortune 500 companies have established an active business page on Facebook (Cohen, 2018). Overall, social media has become an influential communication channel that enables brands to build relationships and interact with their customers (Kwok et al., 2019; Zailskaite-Jakste et al., 2017).…”

Section: Introductionmentioning

confidence: 99%

Emoticons are not for everyone: The role of congruence between hotel brand positioning strategies and communication style in enhancing customers’ brand attitude and booking intention

Hegner

Lotze

Beldad

2021

Tourism and Hospitality Research

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Social media has become an influential communication channel, and brands are increasingly using an informal style in their social media communication. Nonetheless, despite this development, little research has addressed the influence of social media communication style on brand perceptions. Hence, this study addresses the question on how the interaction of employing different communication styles and different hotel positioning strategies affects consumers’ perceptions and booking intentions in the hotel industry. Additionally, this study explores whether the fit between communication style and hotel positioning mediates the relationship on brand attitude and booking intention. A 2x2 between-subjects full-factorial design with 336 participants was conducted. Results of the experiment show that an informal communication style can be harmful for a utilitarian positioned hotel. A perception of fit between brand positioning and communication style leads to a more favorable brand attitude and higher booking intention. Despite the tendency for brands to increasingly use an informal style in their social media communication, only little research has analyzed the impact of communication style on consumer perceptions. Furthermore, considering a hotel’s positioning represents an important moderator in this relationship.

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Brand communication in social media: The use of image colours in popular posts

Cited by 18 publications

References 20 publications

Usability and Security Testing of Online Links: A Framework for Click-Through Rate Prediction Using Deep Learning

Usability and Security Testing of Online Links: A Framework for Click-Through Rate Prediction Using Deep Learning

Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency

Emoticons are not for everyone: The role of congruence between hotel brand positioning strategies and communication style in enhancing customers’ brand attitude and booking intention

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