What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram

Volume: 49, Pages: 20 - 53
Published: Feb 1, 2020
Abstract
null null Visual-based social media are growing exponentially and have become an integrated part of the customer engagement strategy of many brands. Prior work points to the textual message content as a driver of customer engagement behavior. So far, little is known about the impact of visual message content, specifically visual emotional and informative appeals. We extract emotional and informative appeals from Instagram posts using machine...
Paper Details
Title
What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram
Published Date
Feb 1, 2020
Volume
49
Pages
20 - 53
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