Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach
Feng Wang,
Mingyue Yue,
Quan Yuan
et al.
Abstract:PurposeThis research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of image brightness.Design/methodology/approachDrawing on a deep learning analysis of 85,975 images on a social media platform in China, this study investigates visual complexity in FGC.FindingsThe results indicate that pixel-level complexity increases both the numb… Show more
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