Marketing Insights from Multimedia Data:  Text, Image, Audio, and Video

Grewal, Rajdeep; Gupta, Sachin; Hamilton, Rebecca

doi:10.1177/00222437211054601

Cited by 43 publications

(17 citation statements)

References 65 publications

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“…For example, a lower-pitched voice boosts persuasion through perception of increased competence (Chattopadhyay et al 2003; Wang et al 2021). The findings highlight yet another challenge in the design of voice in marketing communications: while features of a narrator voice can increase persuasion by drawing consumers’ attention to narrator cues, focusing on the narrator reduces attention to the spoken product message (Chaiken and Eagly 1983; Grewal, Gupta, and Hamilton 2021).…”

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confidence: 95%

“…We add to the literature by showing that the number of narrating voices in videos—even in the presence of other visual and audio information—can affect consumers’ information processing and behavior. We also demonstrate the use of machine learning and natural language processing (NLP) to overcome methodological challenges previously identified as reasons for the paucity of research on the impact of voice on consumer behavior (see Grewal 2018; Krishna and Schwarz 2014) despite the extensive use of voices in marketing. To gain insights into current practice, we interviewed five senior executives (two from global ad agencies and three from global fast-moving consumer goods businesses), who revealed that video narration with a single voice or with multiple voices is common in practice but employed in a nonstrategic manner; the executives were not aware of our hypothesized effect prior to the interviews.…”

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confidence: 99%

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More Voices Persuade: The Attentional Benefits of Voice Numerosity

Chang¹,

Mukherjee²,

Chattopadhyay³

2023

Journal of Marketing Research

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The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more pronounced when the message is easier to comprehend, (3) is more pronounced when consumers have the capacity to process the ad message, and (4) is mediated by the favorability of consumers’ cognitive responses. The authors demonstrate the use of machine learning, text mining, and natural language processing to process and analyze unstructured (multimedia) data. Theoretical and marketing implications are discussed.

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confidence: 95%

mentioning

confidence: 99%

More Voices Persuade: The Attentional Benefits of Voice Numerosity

Chang¹,

Mukherjee²,

Chattopadhyay³

2023

Journal of Marketing Research

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“…For the processing of a large amount of video data, the distributed big data technology is the first choice. Currently, there are many types of software for watching videos, and different video types have different technical requirements [1]. For example, video surveillance applications require technologies such as video storage, content analysis, and fast retrieval.…”

Section: Introductionmentioning

confidence: 99%

Big Data Sports Fitness Detection based on Cloud Storage-Oriented Data System

Xu¹

2023

Preprint

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Nowadays, there are more and more motor vehicles in cities, and with the deteriorating world environment and depletion of resources, low-carbon travel has become a new trend, and green fitness has become a link of sustainable and healthy development. Information data has increased rapidly, and the application of cloud storage has become more widespread. However, current cloud storage still has various problems, especially user information security issues. Therefore, in order to protect users' confidential information and data, information can be stored in the cloud in the form of cipher text. So if you want users to be able to retrieve the information they want in a large amount of data, you need to design a full-text ciphertext retrieval program. Another important function of cloud storage services is that each user can safely share data, which requires the existence of a safe and effective access control scheme. The current national fitness boom symbolizes that the people's pursuit of health is already a fashion, and outdoor hiking is a healthy, low-carbon and environmentally friendly fitness method. Walking in the city can not only promote the improvement of urban public facilities and the further optimization of the urban environment, but also promote the development of urban characteristic culture. Because hiking in the city has the dual effects of national fitness and environmental protection, it is very important for the rationalization and humanization of urban hiking. This paper selects and recognizes the open and shared city data, takes the path data of the hikers' movement as the research basis and research object, and organizes and analyzes the relevant data on the Google Earth data sharing platform.

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“…According to the 2021 eMarketer report (backlinko.com/social-media-users), the number of social media users has grown to 4.48 billion users. Almost one third of this population use social media regularly (Grewal et al 2021;Sotiriadis, 2017). This is partly because social media platforms have become key players in the world of commerce.…”

Section: Introductionmentioning

confidence: 99%

Electronic Complaints: An Empirical Study of Negative Reviews from Amazon.com Users

Kılıç

Karatepe

2021

ALLS

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Unprecedented advances have been seen in E-commerce with the spread of digital commerce and customer relations on commercial websites, such as Amazon. As a result, investigation of this type of communication has opened up new horizons for discourse analysts. This study aims to identify the complaint strategies used by customers and the reasons behind them. With this in mind, the researchers formed a corpus of the most helpful negative reviews posted on Amazon. Similar to previous studies on complaints in spoken communication, the present analysis investigated the different complaint strategies speakers used to formulate their complaints. Additionally, politeness strategies and face concerns were examined in these complaints. The results indicated that customers used eight different complaint strategies, the most frequent being showing their disappointment, anger and annoyance while making their complaints. The reasons for their complaints were delivery problems and unhelpful customer services behaviours.

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Marketing Insights from Multimedia Data: Text, Image, Audio, and Video

Cited by 43 publications

References 65 publications

More Voices Persuade: The Attentional Benefits of Voice Numerosity

More Voices Persuade: The Attentional Benefits of Voice Numerosity

Big Data Sports Fitness Detection based on Cloud Storage-Oriented Data System

Electronic Complaints: An Empirical Study of Negative Reviews from Amazon.com Users

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