Fabienne Bünzli
Biographic Data
| ID | 6616349 |
|---|---|
| NAME | Fabienne Bünzli |
| GIVEN NAMES | Fabienne |
| FAMILY NAME | Bünzli |
| SIGNATURE | BÜNZLI F |
| AFFILIATIONS | University of St.Gallen |
| ORCID | 0000-0002-7953-1423 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 6 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2019 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Depicting more or less action? How motion density influences user responses in social media marketing
Research shows that users are more likely to engage with brand communication on social media when posts feature images of people, animals, or objects in motion. We argue that a comprehensive account of implied motion must also consider motion density—the number of distinct actions depicted within an image. A content analysis of 7,142 Instagram posts from 100 global brands reveals that posts receive more likes when they contain images depicting a …
When Visual Communication Backfires
Although many persuasive messages include imagery, relatively little is known about the potential for the visual components to induce reactance. This research examined the effects of three message variations—camera angle (low vs. eye-level), antithesis (vs. thesis) (i.e., the juxtaposition of contrasting images), and facial expression of emotion (anger vs. happiness)—on reactance and subsequent persuasion. Two experiments ( N = 240 and N = 259) u…
Depicting Humans, Animals, and Objects in Motion
Over the past several decades, visual imagery has become the dominant element in modern advertising. A common content strategy involves depicting humans, animals, or objects in the midst of motion. Whereas previous research indicates that implied motion images enhance persuasion, it is unclear whether this effect is unique to depictions of moving humans or if it also applies to depictions of moving animals (e.g., a dolphin jumping out of the wate…
User Engagement on Facebook
Nonprofit organizations have eagerly embraced Facebook as a strategic tool to reach large audiences and promote their advocacy. While there are numerous means to motivate users to engage with Facebook posts, previous studies have indicated that the use of politeness strategies may be particularly effective in increasing the number of likes, comments, and shares. A great deal of research has focused on the role of verbal politeness cues (e.g. indi…
How verbal text guides the interpretation of advertisement images
One of the key functions of verbal text in modern advertising is to anchor (i.e., constrain) the meaning of the accompanying image, thereby leading the audience toward a preferred interpretation. However, despite the importance of verbal anchoring, there is limited understanding of the various forms it can take and the related effects on audience responses. To address this gap, we propose a new typology that distinguishes verbal anchoring based o…
The Professionalization of Humanitarian Organizations
No prominent works on this page.
The Professionalization of Humanitarian Organizations
User Engagement on Facebook
Nonprofit organizations have eagerly embraced Facebook as a strategic tool to reach large audiences and promote their advocacy. While there are numerous means to motivate users to engage with Facebook posts, previous studies have indicated that the use of politeness strategies may be particularly effective in increasing the number of likes, comments, and shares. A great deal of research has focused on the role of verbal politeness cues (e.g. indi…
How verbal text guides the interpretation of advertisement images
One of the key functions of verbal text in modern advertising is to anchor (i.e., constrain) the meaning of the accompanying image, thereby leading the audience toward a preferred interpretation. However, despite the importance of verbal anchoring, there is limited understanding of the various forms it can take and the related effects on audience responses. To address this gap, we propose a new typology that distinguishes verbal anchoring based o…
When Visual Communication Backfires
Although many persuasive messages include imagery, relatively little is known about the potential for the visual components to induce reactance. This research examined the effects of three message variations—camera angle (low vs. eye-level), antithesis (vs. thesis) (i.e., the juxtaposition of contrasting images), and facial expression of emotion (anger vs. happiness)—on reactance and subsequent persuasion. Two experiments ( N = 240 and N = 259) u…
Depicting Humans, Animals, and Objects in Motion
Over the past several decades, visual imagery has become the dominant element in modern advertising. A common content strategy involves depicting humans, animals, or objects in the midst of motion. Whereas previous research indicates that implied motion images enhance persuasion, it is unclear whether this effect is unique to depictions of moving humans or if it also applies to depictions of moving animals (e.g., a dolphin jumping out of the wate…
Depicting more or less action? How motion density influences user responses in social media marketing
Research shows that users are more likely to engage with brand communication on social media when posts feature images of people, animals, or objects in motion. We argue that a comprehensive account of implied motion must also consider motion density—the number of distinct actions depicted within an image. A content analysis of 7,142 Instagram posts from 100 global brands reveals that posts receive more likes when they contain images depicting a …
Psychology (4 works) · Cognitive psychology (3 works) · Social Psychology (3 works) · Advertising (2 works) · Business (2 works) · Communication (2 works) · Computer Science (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Media Influence and Health (2 works) · Persuasion (2 works)