期刊
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
卷 36, 期 2, 页码 216-231出版社
ELSEVIER SCIENCE BV
DOI: 10.1016/j.ijresmar.2019.02.004
关键词
Video mining; Visual information; Visual variation; Video content
类别
资金
- Social Science and Humanities Research Council of Canada
Marketers are becoming increasingly reliant on videos to market their products and services. However, there is no standard set of measures of visual information that can be applied to large datasets. This paper proposes two standard measures that can be automatically obtained from videos: visual variation and video content. The paper tests the measures on crowdfunding videos from a leading online crowdfunding website, and shows that the proposed measures have explanatory power on the funding outcomes of the projects. These measures can be effectively implemented and used for large datasets. Further, researchers can apply these measures to other sets of visual information, and marketers could use the research to guide their video design and improve their video marketing effectiveness. (C) 2019 Elsevier B.V. All rights reserved.
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