Quantifying the Effect of Visual and Content Features on Social Media Engagement with Marketer Generated Content
Prof. Chu (Ivy) DANG
Assistant Professor in Marketing
University of Hong Kong
Date: 23 August 2023 (Wednesday)
Time: 3:00 pm – 4:30 pm
Venue: E22 – G015
Host: Prof. Kao SI, Assistant Professor in Marketing
Online registration: https://umac.au1.qualtrics.com/jfe/form/SV_4Je3UDJkQISvIfc
Abstract
Content design in marketing has long been more art than science. However, advances in computer science make it possible to quantify how different combinations of visual and content features affect consumer engagement with Marketer Generated Content (MGC). The authors use computer vision and natural language processing tools to extract the pictorial, text, and visual aesthetic features of 34,610 organic brand posts from Facebook and Instagram, and examine how these features correspond to actual social media engagement. Central to their investigation is how the relative balance of the two most fundamental elements of communications, text and picture (i.e., text-image ratio), affects engagement. On both Facebook and Instagram, the authors find that text-image ratio has a significant negative effect on engagement (likes and comments) with MGC. Intriguingly, the effect is positively moderated by informativeness while negatively by sentiment and content congruency. They also test the presence of marketing mix information as potential moderators to provide more actionable recommendations for marketers. Finally, to underscore the potential for ‘visual content engineering’, they quantify visual and content elasticities of engagement, that is, the elasticity of likes and comments for different visual and content variables.
Speaker
Chu (Ivy) Dang is an Assistant Professor of Marketing at The University of Hong Kong. Her research focuses on the economics of information in the domain of quantitative marketing. She explores consumer information search behaviors, the impact of information on consumer choices, and the information provision strategies employed by firms. Ivy is also interested in digital platforms, social media, and visual marketing. Her publications have appeared in leading academic journals, including Marketing Science and Information Systems Research
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