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Paper Type
ERF
Abstract
The purpose of this study is to understand how firm-generated content in social media impacts user engagement in the food sector, emphasizing the importance of compelling visual and textual content to drive engagement. While previous research has focused on textual and visual content independently, this study aims to explore how visual elements can enhance textual content to increase user engagement. Key visual dimensions like image colorfulness and consummatory images are identified as positive influencers of engagement. Moreover, textual intentions are used with visual dimension to enhance user engagement. By analyzing X (Twitter)’s firm-generated posts using machine learning algorithms, this research enlightens on effective strategies for food brand on their social media content, highlighting unexplored aspects of image-text alignment to boost user engagement in the food sector.
Paper Number
1305
Recommended Citation
Tilokruangchai, Suthasinee and Xu, Peng, "Exploring the Synergy of Image and Text for Firm-Generated Content in Food Brands’ Social Media" (2024). AMCIS 2024 Proceedings. 10.
https://aisel.aisnet.org/amcis2024/social_comp/social_comput/10
Exploring the Synergy of Image and Text for Firm-Generated Content in Food Brands’ Social Media
The purpose of this study is to understand how firm-generated content in social media impacts user engagement in the food sector, emphasizing the importance of compelling visual and textual content to drive engagement. While previous research has focused on textual and visual content independently, this study aims to explore how visual elements can enhance textual content to increase user engagement. Key visual dimensions like image colorfulness and consummatory images are identified as positive influencers of engagement. Moreover, textual intentions are used with visual dimension to enhance user engagement. By analyzing X (Twitter)’s firm-generated posts using machine learning algorithms, this research enlightens on effective strategies for food brand on their social media content, highlighting unexplored aspects of image-text alignment to boost user engagement in the food sector.
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