報告題目：Picture or Text Superiority? The Impact of Element Size on Communication Effectiveness

報告所屬學科：工商管理

報告人：石洋（深圳南特商學院/深圳大學微眾銀行金融科技學院）

報告時間：2021年5月14日 10：00-12：00

報告地點：騰訊會議：405 603 231

報告摘要：

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.

報告人簡介：

石洋，深圳南特商學院/深圳大學微眾銀行金融科技學院副教授，香港科技大學市場營銷博士，深圳孔雀計劃的獲得者，曾任香港科技大學訪問助理教授、中山大學嶺南學院助理教授，為本科、碩士和MBA學生全英文授課。致力于用統計學和經濟學模型解決市場營銷的問題，主要研究方向包括消費者選擇行為實證模型、廣告、媒體消費、跨屏營銷、數據挖掘、動態結構模型、競標等。已有多篇研究成果發表在國際一流期刊上。主持國家自然科學基金青年科學基金。