Differential effects of visual complexity in firm-generated content on consumer engagements : a deep learning approach
Feng Wang, Mingyue Yue, Quan Yuan and Rong Cao
| Year of publication: |
2024
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|---|---|
| Authors: | Wang, Feng ; Yue, Mingyue ; Yuan, Quan ; Cao, Rong |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 4, p. 684-703
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| Subject: | Consumer engagement | Deep learning | Firm-generated content | Image | Visual complexity | Konsumentenverhalten | Consumer behaviour | Visualisierung | Visualization | Social Web | Social web | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-12-2022-0570 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015056894