报告题目：Picture or Text Superiority? The Impact of Element Size on Communication Effectiveness

报告所属学科：工商管理

报告人：石洋（深圳南特商学院/深圳大学微众银行金融科技学院）

报告时间：2021年5月14日 10：00-12：00

报告地点：腾讯会议：405 603 231

报告摘要：

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.

报告人简介：

石洋，深圳南特商学院/深圳大学微众银行金融科技学院副教授，香港科技大学市场营销博士，深圳孔雀计划的获得者，曾任香港科技大学访问助理教授、中山大学岭南学院助理教授，为本科、硕士和MBA学生全英文授课。致力于用统计学和经济学模型解决市场营销的问题，主要研究方向包括消费者选择行为实证模型、广告、媒体消费、跨屏营销、数据挖掘、动态结构模型、竞标等。已有多篇研究成果发表在国际一流期刊上。主持国家自然科学基金青年科学基金。