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.
978-0-915552-84-9
multimodal communication, social media
File in questo prodotto:
File Dimensione Formato  
Herhausen et al. 2022 ACR.pdf

Solo gestori archivio

Descrizione: Long and short abstract
Tipologia: Versione dell'editore
Licenza: Tutti i diritti riservati
Dimensione 83.62 kB
Formato Adobe PDF
83.62 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/225418
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact