報(bào)告題目：Picture or Text Superiority? The Impact of Element Size on Communication Effectiveness
報(bào)告所屬學(xué)科：工商管理
報(bào)告人：石洋（深圳南特商學(xué)院/深圳大學(xué)微眾銀行金融科技學(xué)院）
報(bào)告時(shí)間：2021年5月14日 10：00-12：00
報(bào)告地點(diǎn)：騰訊會(huì)議：405 603 231
報(bào)告摘要：
Element size is a fundamental feature of all visual communications, yet we lack definitive knowledge about whether to maximize picture or text size and how to balance the emphasis of these elements. This research proposes a conceptual framework that stipulates the relative effect of element sizes in regard to the fit between marketing goals (emotional engagement vs. rational persuasion) and processing strategies (visual narrative vs. verbal analytical processing). Leveraging deep learning-based computer vision techniques, we measure and analyze the element sizes of more than 4,000 cover photos on Facebook. Based on the results of multivariate regression models with random effects, we find that enlarging pictures (relative to text) in cover photos produces more ‘likes’ for the Facebook pages that extensively embed text in pictures but results in a negative impact for the pages that avoid using text in pictures. Relatedly, enlarging pictures has a positive impact when the brand is high-end and product involvement is high. However, the effect reverses for low-end brands and low-involvement products. Two experiments supplement the findings from the field, collectively providing coherent support for the proposed framework. This research elucidates the boundaries of picture superiority and has strategic implications for visual optimization and content strategies.
報(bào)告人簡(jiǎn)介：
石洋，深圳南特商學(xué)院/深圳大學(xué)微眾銀行金融科技學(xué)院副教授，香港科技大學(xué)市場(chǎng)營(yíng)銷博士，深圳孔雀計(jì)劃的獲得者，曾任香港科技大學(xué)訪問助理教授、中山大學(xué)嶺南學(xué)院助理教授，為本科、碩士和MBA學(xué)生全英文授課。致力于用統(tǒng)計(jì)學(xué)和經(jīng)濟(jì)學(xué)模型解決市場(chǎng)營(yíng)銷的問題，主要研究方向包括消費(fèi)者選擇行為實(shí)證模型、廣告、媒體消費(fèi)、跨屏營(yíng)銷、數(shù)據(jù)挖掘、動(dòng)態(tài)結(jié)構(gòu)模型、競(jìng)標(biāo)等。已有多篇研究成果發(fā)表在國(guó)際一流期刊上。主持國(guó)家自然科學(xué)基金青年科學(xué)基金。
