Picture Or Text Superiority? the Two Forces of Element Size on Communication Effectiveness

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.



Citation:

Canice Man Ching Kwan, Chu (Ivy) Dang, and Yang SHI (2020) ,"Picture Or Text Superiority? the Two Forces of Element Size on Communication Effectiveness", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 414-417.

Authors

Canice Man Ching Kwan, The Open University of Hong Kong
Chu (Ivy) Dang, University of Hong Kong
Yang SHI, Shenzhen Audencia Business School, Shenzhen University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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