Repository logo
  • English
  • Deutsch
Log In
or
  1. Home
  2. HSG CRIS
  3. HSG Publications
  4. Visual Relationship-Building on Facebook: The Effects of Vertical Camera Angle and Horizontal Camera Angle on User Engagement
 
  • Details

Visual Relationship-Building on Facebook: The Effects of Vertical Camera Angle and Horizontal Camera Angle on User Engagement

Type
conference lecture
Date Issued
2022-10-06
Author(s)
Bünzli, Fabienne  
Alizadeh Afrouzi, Omid  
Abstract
Nonprofit organizations have eagerly embraced Facebook as a strategic tool to reach out to their stakeholders and cultivate relationships with them. An important indicator for the success of these relationship-building efforts is the extent to which they foster engagement in the form of likes, comments, and shares (Saxton & Waters, 2014; Smith, 2018). Although Facebook is a predominantly visual media, research on the efficacy of visual relationship-building is scarce (Eftekhar et al., 2014; Smith, 2018). A handful of studies suggests that nonprofit organizations can significantly increase user engagement by adding photos to their posts (Brubaker & Wilson, 2018; Kim & Yang, 2017; Smith, 2018; Strekalova & Krieger, 2017). However, missing from current knowledge is what specific types of photos may facilitate relationship building and boost user engagement.
Language
English
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Publisher
Association for Business Communication
Publisher place
Tampa, Florida
Event Title
ABC 87th Annual International Conference
Event Location
Tampa, Florida, USA
Event Date
5-8 October, 2022
Official URL
https://www.businesscommunication.org/page/2022-87th-annual-international-conference
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/108169
Subject(s)

other research area

education

social sciences

business studies

Division(s)

MCM -Institute for Me...

SHSS - School of Huma...

Eprints ID
267574
File(s)
Loading...
Thumbnail Image

open.access

Name

Tampa Program 2022.pdf

Size

739.88 KB

Format

Adobe PDF

Checksum (MD5)

40c4fbda1b2ed4da42fb82a483be8dba

here you can find instructions and news.

Built with DSpace-CRIS software - Extension maintained and optimized by 4Science

  • Privacy policy
  • End User Agreement
  • Send Feedback