Digital managers struggle to determine which visual properties in images, overlays (customized text) and captions (standard text), are more likely to increase sharing. Drawing on salience theory and adopting a multimethod approach, we study the effect of dynamic and static images in combination with salience properties in text overlays and captions on consumer sharing.
Striking Visual Salience in Social Media Brand Posts: Implications for Consumer Sharing / Farace, Stefania; Villarroel Ordenes, Francisco Javier; Grewal, Dhruv; de Ruyter, Ko. - ASSOCIATION FOR CONSUMER RESEARCH CONFERENCE, (2022), pp. ---. (Association for Consumer Reserach Conference (ACR 2022), Denver, 2022).
Striking Visual Salience in Social Media Brand Posts: Implications for Consumer Sharing
Farace, Stefania;Villarroel Ordenes, Francisco;
2022
Abstract
Digital managers struggle to determine which visual properties in images, overlays (customized text) and captions (standard text), are more likely to increase sharing. Drawing on salience theory and adopting a multimethod approach, we study the effect of dynamic and static images in combination with salience properties in text overlays and captions on consumer sharing.
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