The effect of image–text matching on consumer engagement in social media advertising
Bibliographic Data
| ID | 13918942 |
|---|---|
| Authors | Zhijie Zhao (0000-0001-5804-4741, Harbin University of Commerce, corresponding author), Yiqi Guo (Harbin University of Commerce), Yang Liu (0000-0003-1220-7044, Harbin University of Commerce), Hongqi Xia (Harbin University of Commerce), Hong Lan (0000-0001-8048-8111, Harbin University of Commerce) |
| Year | 2022 |
| Volume | 50 |
| Issue | 11 |
| Pages | 1-11 |
| Publication date | 2022-11-02 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Social Behavior and Personality An International Journal (JOURNAL) |
| Journal identifiers | ISSN: 0301-2212 • E-ISSN: 1179-6391 |
| Publisher | Scientific Journal Publishers Limited (PUBLISHER) |
| DOI | 10.2224/sbp.11799 |
| OpenAlex | W4309265054 |
| Language | EN |
| Citations received | 1 |
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 coherence for consumers and promoted their engagement. Our findings provide guidance for brand managers to skillfully combine images and text in advertising to increase the engaging effect of social media advertisements on consumers
Advertising · Business · Cognition · Coherence (philosophical gambling strategy · Matching (statistics · Product (mathematics · Social media · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Mathematics · Psychology
| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |