Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis

Gu, William; Chan, Ka Wing; Kwon, Junbum; Dhaoui, Chedia

doi:10.1016/j.indmarman.2023.04.012

Cited by 6 publications

(8 citation statements)

References 85 publications

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“…Consistent learning posts can encourage comments and likes and increase user interaction (Dutt, 2023). Postings will be scheduled according to students' free time to access learning content (Gu et al, 2023)s.…”

Section: Smiling Expressions and Open Arms Indicate That Chemistry Is...mentioning

confidence: 99%

Development of Instagram-Based Learning Media to Increase Students Learning Interest in Acid-Base Materials

Syafruddin,

Widarti,

Rokhim

2024

Turkish Online Journal of Distance Education

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This study aims to determine the feasibility of Instagram-based chemistry learning media and the results of increasing student interest in learning acid-base material in everyday life with a multi-representation approach. The method used in this study is the ADDIE research and development model (Analysis, Design, Development, Implementation, and Evaluation). The research population is SMAN 3 Sidoarjo students, with the sample used being 89 students who carry out learning using Instagram in acid-base material in everyday life. Quantitative data was obtained from material and media validation results, as well as an analysis of student interest in learning before and after using the media. Qualitative data were obtained by analyzing descriptive questions of student learning interest in chemistry questionnaires. The results of the research on developing Instagram-based chemistry learning media on acid-base materials in everyday life with a multi-representation approach were obtained: 1) the feasibility of learning media developed based on the results of the assessment of materials and media by expert validators was included in the very feasible category; 2) the increase in students' learning motivation is in the medium category with a standard gain value of 0.40.

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Section: Smiling Expressions and Open Arms Indicate That Chemistry Is...mentioning

confidence: 99%

Development of Instagram-Based Learning Media to Increase Students Learning Interest in Acid-Base Materials

Syafruddin,

Widarti,

Rokhim

2024

Turkish Online Journal of Distance Education

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“…Online tools, platforms, applications, or technology systems that enable community members to collaborate and share material are referred to as social media (Gu et al, 2023).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…The significance of social media marketing operations is due to the fact that social media is seen as an efficient method for reaching customers at a lesser cost than traditional media, such as print, television, and radio (Aracil-Jordá et al, 2023). Marketers have a variety of ways to do social media marketing, including considering different messages and activities, which results in a deep understanding of social media marketing as a multidimensional concept (Aracil-Jordá et al, 2023;Gu et al, 2023). For instance, Chen (2023) uses empirical research to examine the value of social media marketing activities in building brands and advises using social media platforms to share social media marketing content that includes amusing activities, adjustments, interactions, electronic word of mouth (EWOM), and current trends.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…According to the findings of a study that was carried out by Gu et al, (2023), social media marketing activities have the potential to promote brand perceptions and consumer involvement, both of which can lead to an increase in the desire to make environmentally conscious purchases. Consumers can experience confusion and doubt when they are introduced to green products that are sometimes vague and inconsistent.…”

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confidence: 99%

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The Impact of Attitude and Social Media Marketing on Green Purchase Intentions: The Mediating Role of Green Product Knowledge

Widodo,

Yusiana,

Hidayat

2024

J. of Law and Sust. Develop.

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Objectives: This study aims to investigate the relationship between attitudes, social marketing media, green product knowledge, and green purchase intentions in the context of bottled mineral water consumption. Specifically, the objectives are to assess how consumer attitudes influence green product knowledge, how social marketing media impacts consumer knowledge, and how these factors collectively affect green purchase intentions. Methods: The study focused on people in the Bandung, West Java, area who buy and drink bottled mineral water. Questionnaires were sent both offline and online as part of the data collection process. The SmartPLS tool was used to analyze the gathered data, enabling a thorough investigation of the correlations between the variables under investigation. Results: The results showed that customer attitudes toward green products were positively correlated with improved knowledge about green products, which in turn led to a stronger propensity to buy green products—bottled mineral water, in particular. Additionally, the research showed that social media marketing is a major factor in raising consumer awareness of green bottled mineral water goods, which in turn influences consumers to choose ecologically friendly options when making purchases. Conclusion: This study provides valuable insights for companies seeking to promote and increase the sales of green products, particularly bottled mineral water. By understanding and leveraging consumer attitudes and implementing effective social media marketing strategies, companies can not only enhance consumer knowledge but also stimulate their interest and propensity to purchase green products. These findings highlight the importance of aligning marketing efforts with consumer preferences and environmental concerns in today's competitive marketplace.

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“…With the technological advances in image recognition through computer science, that have overcome the limitations of manual coding, scholars have tended to focus on the role of visual content in enhancing consumer engagement (e.g. the number of likes and shares; Gu et al ., 2023; Shin et al ., 2020).…”

Section: Introductionmentioning

confidence: 99%

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

Wang,

Yue,

Yuan

et al. 2024

MIP

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PurposeThis research explores the differential effects of pixel-level and object-level visual complexity in firm-generated content (FGC) on consumer engagement in terms of the number of likes and shares, and further investigates the moderating role of image brightness.Design/methodology/approachDrawing on a deep learning analysis of 85,975 images on a social media platform in China, this study investigates visual complexity in FGC.FindingsThe results indicate that pixel-level complexity increases both the number of likes and shares. Object-level complexity has a U-shaped relationship with the number of likes, while it has an inverted U-shaped relationship with the number of shares. Moreover, image brightness mitigates the effect of pixel-level complexity on likes but amplifies the effect on shares; contrarily, it amplifies the effect of object-level complexity on likes, while mitigating its effect on shares.Originality/valueAlthough images play a critical role in FGC, visual data analytics has rarely been used in social media research. This study identified two types of visual complexity and investigated their differential effects. We discuss how the processing of information embedded in visual content influences consumer engagement. The findings enrich the literature on social media and visual marketing.

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Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis

Cited by 6 publications

References 85 publications

Development of Instagram-Based Learning Media to Increase Students Learning Interest in Acid-Base Materials

Development of Instagram-Based Learning Media to Increase Students Learning Interest in Acid-Base Materials

The Impact of Attitude and Social Media Marketing on Green Purchase Intentions: The Mediating Role of Green Product Knowledge

Differential effects of visual complexity in firm-generated content on consumer engagements: a deep learning approach

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