How does the balance between text and pictorial content in marketer-generated social media posts affect user engagement? The authors address this question by using computer vision and natural language processing tools to extract the visual and textual features of 34,610 organic brand posts from Facebook and Instagram. Using a Confounding-and-Cluster-Robust Causal Forests model, they test how the balance of text and picture affects social media engagement across content and visual contexts. Results show that posts with greater emphasis on overlay text over pictorial content tend to have fewer likes and comments. However, the performance of text-oriented posts improves if text is more centered, informative, emotionally positive, and congruent with the pictorial content, and if the picture contains fewer prominent objects or less information such as social cues. They quantify how incremental changes in such content composition affect social media engagement. These findings set forth evidence-based principles for optimizing text and picture balance in marketer-generated content (MGC) and provide actionable guidelines on whether, where, when, and how to present text on an image. This research highlights the potential for transforming content and media creation from an imprecise art form into an empirical science nested within a data-driven visual optimization framework.
According to Prof. Jayson Jia, Associate Professor of Marketing at HKU Business School, Luckin’s success lies in its ability to offer a cost-effective product, a borderline gamified purchasing experience, giving out regular discounts, and an operating model of “small profits, quick returns”.
2023年剛結束的兔年春節內地民眾過得怎樣？調查顯示，兔年春節期間，民眾的幸福感平均值為5.47，介於“比較開心”與“開心”之間（1為最低值，7為最高值），“比較開心”以上人群占比為83.1%。
香港大學港大經管學院市場學副教授賈軾與其他學者組成的研究團隊，日前開展一項全國問卷調查，有關內地民眾的春節幸福感和疫情感知風險。
虎年春節前後，新冠疫情在内地多個城市再度爆發，「就地過年」也再次成為人們春節的選項。香港大學副教授賈軾、香港中文大學（深圳）教授賈建民、清華大學教授薛瀾和博士生袁韻等組成的研究團隊再次開展《春節幸福感與疫情應對行為》的全國性問卷調查。研究團隊於春節前、後通過內地的調研平臺Credamo對同一群體開展兩次調查，分別收集問卷3500份和3016份，樣本來自全國256個城市，年齡段以20-50歲有春節探親需要的群體為主，覆蓋各類社會群體與收入階層。
虎年春節前後，新冠疫情在多個城市再度爆發，「就地過年」也再次成為人們春節的選項。香港中文大學（深圳）研究團隊開展的針對以20-50歲有春節探親需要的群體的「春節幸福感與疫情應對行為」的全國性問卷調查顯示，虎年 「就地過年」與「返鄉探親過年」民眾的春節幸福感相同。
Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.
Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.
Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.