The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification
作者：
Highlights：
• Social media Influencers post visual content congruent with Followers' interests.
• Visual congruence increases followers' engagement with Influencers' posts.
• Such an increase in turn augments followers' engagement with the endorsed brand.
• Affiliation between Influencers and Followers mediates the above relationships.
• Deep-learning algorithms can automatically classify visual posts on social media.
摘要
•Social media Influencers post visual content congruent with Followers' interests.•Visual congruence increases followers' engagement with Influencers' posts.•Such an increase in turn augments followers' engagement with the endorsed brand.•Affiliation between Influencers and Followers mediates the above relationships.•Deep-learning algorithms can automatically classify visual posts on social media.
论文关键词：Social influence,Similarity attraction model,Influencer marketing,Instagram,Deep-learning algorithms for image classification,Social media analytics
论文评审过程：Received 23 December 2019, Revised 20 May 2020, Accepted 26 May 2020, Available online 8 June 2020, Version of Record 11 June 2020.
论文官网地址：https://doi.org/10.1016/j.chb.2020.106443
