KAIST College of Business Seminar & Forum > Notice > News >KAIST COLLEGE OF BUSINESS
본문 바로가기 사이트 메뉴 바로가기 주메뉴 바로가기

Academic SeminarPicture Perfect: An Image Mining of Advertising Content and Its Effects on Social Targeting

  • Date
  • 2018-10-19 ~ 2018-10-19
  • Time
  • 14:00 ~ 15:30
  • Place
  • Supex Building, 5th floor #Chey A
  • Department
  • School of Management Engineering
  • Major
  • IT Management
We would like to invite you to participate in Management Engineering(ME) Seminar.

1. When: October 19th (Friday), 14:00 ~ 15:20
2. Where: Supex Building, 5F, #Chey A
3. Speaker: Hyunji So (KAIST, PhD Candidate)
4. Topic: Picture Perfect: An Image Mining of Advertising Content and Its Effects on Social Targeting
5. Research field: IT Management
* Lecture will be delivered in English.

Using an image analysis framework that is based on machine learning algorithms, this study investigated how diverse image components of advertisements designed for fashion products affect consumers’ search behaviors and purchase propensities in mobile environments. We focused particularly on the impact of various image attributes on the effectiveness of two popular forms of social targeting, namely the dynamic product advertisement (DPA) and customer audience (CA) strategies. We obtained tailored advertising image contents for 13,040 products across 84 different retailers through random sampling and extracted five image content features: (1) facial expressions, (2) degrees of stimulus content, (3) image classification, (4) color properties, and (5) texts contained within the images. We then examined how such ad image attributes affect consumers’ click-through rates and conversions and determine the effectiveness of social targeting on the basis of simultaneous estimation frameworks. Our results revealed that emotional appeal (i.e., sexual images) positively influences consumers’ click-through decisions, whereas informational appeal (i.e., text-embedded images) is effective for people who process a high cognitive load (e.g., purchases). We used eye-tracking field experiments to validate our empirical findings and explore the dynamics underlying consumers’ image-based search and purchase behaviors when targeted. Overall our study lay a foundation on the effects of image-based social targeting on consumer behaviors that are complex and dynamically evolving in digital, mobile environments
Keywords: Image Mining, Social Targeting, Consumer Perception, Eye Tracking, Simultaneous Equation Model
Contact : Lee, Jisun ( jisunlee@kaist.ac.kr )