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Measurement Of Visual Cues And Their Effects On Online Users: An Image Mining Approach, Shuya Lu
Measurement Of Visual Cues And Their Effects On Online Users: An Image Mining Approach, Shuya Lu
LSU Doctoral Dissertations
Textual marketing communication is effective in various contexts such as print advertising, user-generated content, and social media (Diamond 1968; Ludwig et al. 2013; Nam and Kannan 2014). However, visual marketing communication studies are limited in the context of print advertising (e.g., Hagtvedt and Brasel 2017). This dissertation includes two essays to examine the visual communication effectiveness online.
Essay 1 develops a conceptual framework to examine the visual-based brand perception (VBBP) and related concepts on social media. We propose that the VBBP is a co-creational process between a company and its consumers and exhibits three characteristics: i) a two-way communication that …