Instagram Insights through Image Mining: Cross-cultural Color Preferences and Emotion in Fashion Images

Le résumé fourni par la source

This study examines the cross-cultural effects of color in the context of Instagram fashion images. Based on cultural differences in emotions and self-construals, this study investigates the role of warm hue and contrast and the moderating role of happy facial expressions on social media engagement in the U.S. (individualistic culture) and Indonesia (collectivistic culture). Using visual analytics tools such as OpenCV and DeepFace, 4,537 Instagram posts from the U.S. and 3,320 posts from Indonesia were analyzed. The results revealed that images with warmer hues or contrast resulted in more likes in the U.S. In Indonesia, images with warmer hues received fewer likes, and those with both warmer hues and contrast were even less engaging. When happy expressions were added, warmer hue images became less engaging in the U.S. and more engaging in Indonesia. This study contributes to color marketing research and provides valuable practical implications for global fashion brands.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.