The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM

Kwon, Jumbum; Chan, Ka Wing; Gu, William

doi:10.1016/j.indmarman.2022.03.011

Cited by 17 publications

(4 citation statements)

References 145 publications

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“…We contribute to communication theory and visual content research through our investigation of the behaviors that images intend to communicate and prompt, which are central to image act theory (Bakewell 1998; Barinaga 2009; Kress and van Leeuwen 2006). We expand this literature, which had previously been limited to exploring the impacts of specific image characteristics (e.g., Kwon Jumbum et al, 2022; Li & Xie, 2020).…”

Section: Discussionmentioning

confidence: 99%

“…Beyond a hybrid concept of “visual e-WOM,” understanding of VME remains limited. Table 1 summarizes existing studies of visual content on social media, revealing characteristics such as color, quality, human face presence (Kwon Jumbum et al, 2022; Li & Xie, 2020), self-representation (Blackwood 2018), and visual congruency (Argyris et al 2020). In Table 1, we classify existing research analyzing visual content through three main categories and two sub-categories: the main categories are the cognitive processing of visual content by viewers, the emotional appeal of visual content, and the behavior that images intend to communicate.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Azer

Blasco‐Arcas

Alexander

2023

Journal of Service Research

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Customers proactively engage with firms’ offerings through behavioral manifestations such as brand-related social media posts, influencing other customers in online networks and, consequently, affecting brand value. With the growth of visually oriented social media platforms, interest has increased in understanding customer engagement behavior (CEB) using visual content. In this paper, we build on CEB, image acts, visual content, and communication theories to conceptualize the Visual Modality of Engagement (VME). Using both field and lab studies, we develop a typology of four distinct positive (experiential, evidential) and negative (mocking, dissuasive) forms of VME and offer empirical evidence revealing they induce different brand-related (purchase intentions, brand evaluation) and other customer-related (willingness to imitate, resharing intentions) outcomes. Additional results also reveal outcomes vary by the interplay of social and brand interactions with the various VME forms. The findings of this research offer guidance to content managers for the development of more effective engagement strategies in social media marketing.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Azer

Blasco‐Arcas

Alexander

2023

Journal of Service Research

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“…Anwar et al ( 2020 ) found that cool colors with fast-tempo music increased pleasure and arousal compared with warm colors with slow-tempo music. Warm colors worked better in business-to-consumer (B2C) content, but cool colors were more appreciated in business-to-business (B2B) content (Kwon et al, 2022 ).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Visual effect of air pollution on the need for arousal and variety-seeking behavior

Zhang,

Huang,

Lin

et al. 2024

Front. Psychol.

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Research on air pollution, one of the most common environmental factors, has primarily focused on its effects on physical, mental, and cognitive health. However, air pollution-induced achromatic color of an environment, which is a prominent feature of air pollution, has received little attention. This study explored the visual effects of air pollution on the variety-seeking purchase behavior of consumers through two scenario-based experiments and primed manipulation (Study 1 and Study 2) and one natural experiment using data from a local fruit chain store (Study 3). Study 1 tested the main effect of air pollution on the variety-seeking behavior and found that primed air pollution increased variety-seeking when consumers purchased beverages. Study 2 broadened the category and tested the mechanism, and the results indicated that primed air pollution increased the variety of purchased chocolates and demonstrated the mediating effect of the need for arousal. Study 3 tested the boundary condition and extended the external validity with actual purchases. The results revealed that severe air pollution increased the purchased SKUs by 22.9% and visibility reduced the moderation effect. This research extended the literature on the visual effect of air pollution by providing evidence of the effects of air pollution on variety-seeking behavior through the need for arousal. And, product managers could leverage the results by offering a greater variety of goods on days with air pollution to increase sales.

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“…Warmer colors have been found more effective in the business-to-consumer (B2C) context than cooler colors, in terms of more click-throughs from B2C Web advertisements (Sokolik et al , 2014) and increased social media engagement with B2C firm-generated content (Kwon et al , 2022; Yu et al , 2020). Furthermore, perceived warmth can lead to potentially advantageous effects.…”

Section: Theoretical Developmentmentioning

confidence: 99%

Color effects on AI influencers’ product recommendations

Chan

Kwon

Kamal

2023

EJM

Self Cite

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Purpose This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context. Design/methodology/approach By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color. Findings Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses. Research limitations/implications There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers. Practical implications Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers. Originality/value The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.

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The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM

Cited by 17 publications

References 145 publications

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Visual effect of air pollution on the need for arousal and variety-seeking behavior

Color effects on AI influencers’ product recommendations

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