The study aims to examine the images of physiological disorders in apples’ classification performances of images in different light colors with color-balancing models with pre-trained CNN models. Color-balancing models increase the visibility of the image by changing color and clarity.
Color-balancing methods can solve the problems caused by light changes. The appearance of an object is affected by the color and quality of the light on the surface and the location of the lighting source. Additionally, these studies establish novel effects of images’ structural properties on consumer engagement with brand-based social media marketing communications. Based on the results, marketers are urged to consider the processing fluency and aesthetic response associated with any image developed for social media marketing.Īddressing the lack of empirical investigations in the existing literature, the reported studies demonstrate that effects of symmetry and image contrast in generating liking are driven by processing fluency and aesthetic response. social media posts) predicts persuasion and sales, results should help marketers design more effective posts and achieve brand-building and behavioral objectives. Image posts’ structural properties affect processing fluency and aesthetic response without altering brand information or advertising content.īecause consumer liking of marketing communications (e.g.
These studies extend theory regarding processing fluency’s and aesthetic response’s roles in consumer outcomes within social media marketing. Study 2 reveals that symmetry and high image contrast improve consumer engagement on social media (number of “likes” and comments). Study 1 demonstrates that vertical or horizontal symmetry and high image contrast increase consumer liking of social media marketing images, and that processing fluency and aesthetic response mediate these relationships.
Study 2 analyzes field data on 610 Instagram posts. In Study 1’s experiment, 361 participants responded to social media marketing images that varied in vertical or horizontal symmetry and level of image contrast. Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement.
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