The effect of image richness on customer engagement: Evidence from Sina Weibo

Zhao, Lei; Zhang, Mingli; Ming, Yaxin; Niu, Tao; Wang, Yu

doi:10.1016/j.jbusres.2022.113307

Cited by 11 publications

(3 citation statements)

References 69 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Conversely, if the shared image is not sufficiently engaging for other users, its shareability may be limited (Zhao et al, 2023). Consumers assign greater value to an image, only when they can grasp its depth and nuances, leading to their increased likelihood of sharing, driven by altruistic motives (Shin et al, 2020).…”

Section: Visual Complexity In Fgcmentioning

confidence: 99%

“…Pixel related cues require less cognitive effort and detailed analysis of the image. Visual contents can be influential in evoking consumers’ emotional and sharing intention (Zhao et al ., 2023). For instance, consider the following two photographs of a car: one is in black and white, while the other is full of details, such as showing the car’s appearance and a wealth of colors and textures.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Wang,

Yue,

Yuan

et al. 2024

MIP

View full text Add to dashboard Cite

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 number of likes and shares. Object-level complexity has a U-shaped relationship with the number of likes, while it has an inverted U-shaped relationship with the number of shares. Moreover, image brightness mitigates the effect of pixel-level complexity on likes but amplifies the effect on shares; contrarily, it amplifies the effect of object-level complexity on likes, while mitigating its effect on shares.Originality/valueAlthough images play a critical role in FGC, visual data analytics has rarely been used in social media research. This study identified two types of visual complexity and investigated their differential effects. We discuss how the processing of information embedded in visual content influences consumer engagement. The findings enrich the literature on social media and visual marketing.

show abstract

Section: Visual Complexity In Fgcmentioning

confidence: 99%

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Wang,

Yue,

Yuan

et al. 2024

MIP

View full text Add to dashboard Cite

show abstract

“…The influence of pop culture has been reflected in the everyday life of society, and social media services have increased the interpretation of pop culture [35]). Zhao et al [36] find that the effect of image richness on customer engagement is more pronounced for experience goods and posters with greater social influence. For companies, it is important to create experience value for consumers to increase interaction and enhance the willingness to buy a particular brand [37].…”

Section: Value Co-creation and Actor's "Engagement"mentioning

confidence: 99%

Value Co-Creation on TV Talent Shows: Cases from Mainland China, Taiwan and Hong Kong

Ng,

Yang,

Chen

2024

JTAER

View full text Add to dashboard Cite

Through the actions and interactions of video platform users, talent shows have expanded from the entertainment sphere to the social sphere and become an everyday part of life. Watching talent shows on online platforms, especially through participation in multi-platform interaction, is an ever developing and innovative field in many regions. This study adopts a multiple case analysis approach. We analyze and compare three cases of talent shows, examining aspects of their value co-creation, digital platform, dynamic capability and value network through an exploration of a series of creative activities on digital video platforms. Talent shows provide a unique environment in which different actors interact, co-exist and co-create value, i.e., another form of O2O marketing. These actors include producers, entertainment companies, sponsors and fans, and fan value co-creation currently takes many different forms, which are experienced, engaged and interacted with through different platforms. The findings contribute to examining the underlying dynamics of TV talent shows, in addition to explaining how they are achieving sustainable advantages in the media market. Furthermore, this study aims to understand the service ecosystem of network talent shows from the perspective of industrial innovation strategy; consequently, this research can help to promote the implications of this new form of digital content services and its innovation strategies.

show abstract

The effects of non-fungible token platform affordances on customer loyalty: A Buyer–Creator duality perspective

Lee,

Shen,

et al. 2024

Computers in Human Behavior

View full text Add to dashboard Cite

The effect of image richness on customer engagement: Evidence from Sina Weibo

Cited by 11 publications

References 69 publications

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Value Co-Creation on TV Talent Shows: Cases from Mainland China, Taiwan and Hong Kong

The effects of non-fungible token platform affordances on customer loyalty: A Buyer–Creator duality perspective

Contact Info

Product

Resources

About