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Conference Paper: Picture Or Text Superiority? The Two Forces Of Element Size On Communication Effectiveness
| Title | Picture Or Text Superiority? The Two Forces Of Element Size On Communication Effectiveness |
|---|---|
| Authors | |
| Issue Date | 2020 |
| Publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx |
| Citation | 51st Annual Association for Consumer Research (ACR) Conference 2020: Rendez-Vous in the City of Light, Virtual Conference, 1-4 October 2020. In Advances in Consumer Research, 2020, v. 48, p. 480-481 How to Cite? |
| Abstract | When should practitioners allocate more space to pictures or to text? Analyzing over 4,000 cover-photos of Facebook business pages, we found that enlarging pictures boosts (reduces) the number of likes for high (low) involvement products and high-end (low-end) brands as impression formation (message persuasion) is pivotal in the context. |
| Description | Competitive Papers—Extended Abstracts |
| Persistent Identifier | http://hdl.handle.net/10722/304411 |
| ISSN | 2019 SCImago Journal Rankings: 0.139 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Kwan, CMC | - |
| dc.contributor.author | Dang, CI | - |
| dc.contributor.author | Shi, Y | - |
| dc.date.accessioned | 2021-09-23T08:59:39Z | - |
| dc.date.available | 2021-09-23T08:59:39Z | - |
| dc.date.issued | 2020 | - |
| dc.identifier.citation | 51st Annual Association for Consumer Research (ACR) Conference 2020: Rendez-Vous in the City of Light, Virtual Conference, 1-4 October 2020. In Advances in Consumer Research, 2020, v. 48, p. 480-481 | - |
| dc.identifier.issn | 0098-9258 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/304411 | - |
| dc.description | Competitive Papers—Extended Abstracts | - |
| dc.description.abstract | When should practitioners allocate more space to pictures or to text? Analyzing over 4,000 cover-photos of Facebook business pages, we found that enlarging pictures boosts (reduces) the number of likes for high (low) involvement products and high-end (low-end) brands as impression formation (message persuasion) is pivotal in the context. | - |
| dc.language | eng | - |
| dc.publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx | - |
| dc.relation.ispartof | Advances in Consumer Research | - |
| dc.relation.ispartof | Association for Consumer Research (ACR) Conference 2020 | - |
| dc.title | Picture Or Text Superiority? The Two Forces Of Element Size On Communication Effectiveness | - |
| dc.type | Conference_Paper | - |
| dc.identifier.email | Dang, CI: ivydang@hku.hk | - |
| dc.identifier.authority | Dang, CI=rp02659 | - |
| dc.description.nature | abstract | - |
| dc.identifier.hkuros | 325517 | - |
| dc.identifier.volume | 48 | - |
| dc.identifier.spage | 480 | - |
| dc.identifier.epage | 481 | - |
| dc.publisher.place | United States | - |