Yiqi Guo
Biographic Data
| ID | 7184282 |
|---|---|
| NAME | Yiqi Guo |
| GIVEN NAMES | Yiqi |
| FAMILY NAME | Guo |
| SIGNATURE | GUO Y |
| AFFILIATIONS | Harbin University of Commerce |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2022 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 0 |
The effect of image–text matching on consumer engagement in social media advertising
We empirically examined the impact on consumer engagement of the matching of images and text, a format that is commonly used in product information advertising, by analyzing 322 advertisements posted by Estée Lauder on Sina Weibo between January 2020 and January 2021. The results indicated that when the external product information conveyed in the images matched the internal product attributes described in the text, this created cognitive coheren…
No prominent works on this page.
The effect of image–text matching on consumer engagement in social media advertising
We empirically examined the impact on consumer engagement of the matching of images and text, a format that is commonly used in product information advertising, by analyzing 322 advertisements posted by Estée Lauder on Sina Weibo between January 2020 and January 2021. The results indicated that when the external product information conveyed in the images matched the internal product attributes described in the text, this created cognitive coheren…
Advertising (1 work) · Business (1 work) · Cognition (1 work) · Coherence (philosophical gambling strategy (1 work) · Computer Science (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Digital Communication and Language (1 work) · Digital Marketing and Social Media (1 work) · Matching (statistics (1 work) · Mathematics (1 work)