Know Your Users via Image Analytics Before Developing Posts: Data-Driven Optimization Framework to Enhance Social Media Engagement

References

• Abimbola A (2025) Should you post the same content to all social networks. Accessed October 23, 2025, https://mauconline.net/should-you-post-the-same-content-to-all-social-networks/.Google Scholar
• Aichner T, Jacob F (2015) Measuring the degree of corporate social media use. Internat. J. Market Res. 57(2):257–276.Crossref, Google Scholar
• Aitchison J (2012) Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century (FT Press, Upper Saddle River, NJ).Google Scholar
• Alhabash S, Ma M (2017) A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students? Soc. Media+ Soc. 3(1):2056305117691544.Google Scholar
• Argyris YA, Wang Z, Kim Y, Yin Z (2020) 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. Comput. Human Behav. 112:106443.Crossref, Google Scholar
• Babin LA, Burns AC (1997) Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes. J. Advertising 26(3):33–44.Crossref, Google Scholar
• BackLinco (2025) Social network usage and growth statistics. Accessed October 23, 2025, https://backlinko.com/social-media-users.Google Scholar
• Bajaj A, Kekre S, Srinivasan K (2004) Managing NPD: Cost and schedule performance in design and manufacturing. Management Sci. 50(4):527–536.Link, Google Scholar
• Barkakoty K (2025) Social media content creation in 2025: The ultimate guide. Accessed October 23, 2025, https://www.sprinklr.com/blog/social-media-content-creation/.Google Scholar
• Barqar (2024) Top strategies for data-driven decision making in digital marketing. Accessed October 23, 2025, https://www.barqar.com/2024/01/02/data-driven-decision-making-digital-marketing/.Google Scholar
• Baumgartner H (2002) Toward a personology of the consumer. J. Consumer Res. 29(2):286–292.Crossref, Google Scholar
• Bialkova S, Grunert KG, van Trijp H (2013) Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels. Food Policy 41:65–74.Crossref, Google Scholar
• Boesch G (2024) What does computer vision cost? An ultimate guide for businesses. Accessed October 23, 2025, https://viso.ai/computer-vision/cost-of-computer-vision/.Google Scholar
• Brandwatch (2025) What is image analysis. Accessed October 23, 2025, https://www.brandwatch.com/blog/image-analysis/.Google Scholar
• Cameron AC, Trivedi PK (2013) Regression Analysis of Count Data, vol. 53 (Cambridge University Press, New York).Crossref, Google Scholar
• Campaign Monitor (2021) The importance of diversity in images. Accessed October 23, 2025, https://www.campaignmonitor.com/blog/email-marketing/diverse-images-brand-value/.Google Scholar
• Cashyap S (2024) Research: Photo posts produce significantly more engagement than link posts on Facebook. Accessed October 23, 2025, https://www.inma.org/blogs/research/post.cfm/research-photo-posts-produce-significantly-more-engagement-than-link-posts-on-facebook.Google Scholar
• Chung S, Animesh A, Han K, Pinsonneault A (2020) Financial returns to firms’ communication actions on firm-initiated social media: Evidence from Facebook business pages. Inform. Systems Res. 31(1):258–285.Link, Google Scholar
• Clark-Keane C (2025) Instagram vs. Facebook for marketing: Everything you need to know. Accessed October 23, 2025, https://www.wordstream.com/blog/ws/2023/04/10/instagram-vs-facebook.Google Scholar
• Cox D, Cox AD (2002) Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designs. J. Acad. Marketing Sci. 30(2):119–130.Crossref, Google Scholar
• Cucu E (2022) Facebook ads vs. Instagram ads: Which perform better? Accessed October 23, 2025, https://hackernoon.com/facebook-ads-vs-instagram-ads-in-2022-which-perform-better.Google Scholar
• Deng L, Poole MS (2010) Affect in web interfaces: A study of the impacts of web page visual complexity and order. MIS Quart. 711–730.Crossref, Google Scholar
• Ding M, Eliashberg J (2002) Structuring the new product development pipeline. Management Sci. 48(3):343–363.Link, Google Scholar
• Edell JA, Staelin R (1983) The information processing of pictures in print advertisements. J. Consumer Res. 10(1):45–61.Crossref, Google Scholar
• Erdem T, Swait J (1998) Brand equity as a signaling phenomenon. J. Consumer Psych. 7(2):131–157.Crossref, Google Scholar
• Feng CX (2021) A comparison of zero-inflated and hurdle models for modeling zero-inflated count data. J. Statist. Distributions Appl. 8(1):8.Crossref, Google Scholar
• Feng Q, Shanthikumar JG (2022) Developing operations management data analytics. Production Oper. Management 31(12):4544–4557.Crossref, Google Scholar
• Forbes (2023) 20 mistakes brands make that can decrease social media engagement. Accessed October 23, 2025, https://www.forbes.com/councils/forbesagencycouncil/2023/12/01/20-mistakes-brands-make-that-can-decrease-social-media-engagement/.Google Scholar
• Gain (2024) Small social media budget? Here’s how to maximize it. Accessed October 23, 2025, https://blog.gainapp.com/social-media-budget/.Google Scholar
• Gao H, Kumar S, Tan Y, Zhao H (2022) Socialize more, pay less: Randomized field experiments on social pricing. Inform. Systems Res. 33(3):935–953.Link, Google Scholar
• Giannakis M, Dubey R, Yan S, Spanaki K, Papadopoulos T (2022) Social media and sensemaking patterns in new product development: Demystifying the customer sentiment. Ann. Oper. Res. 308:145–175.Crossref, Google Scholar
• Gopal A, Chen P, Oh W, Xu SX, Sarker S (2024) On crafting effective theoretical contributions for empirical papers in economics of information systems: Some editorial reflections. Inform. Systems Res. 35(3):917–935.Link, Google Scholar
• Gupta A (2018) Traits of successful research contributions for publication in ISR: Some thoughts for authors and reviewers. Inform. Systems Res. 29(4):779–786.Link, Google Scholar
• Gupta S, Parra CM, Kumar S (2022) Emerging research problems in different business domains: An analytics perspective. Production Oper. Management 31(10):3647–3650.Crossref, Google Scholar
• Hartmann J, Heitmann M, Schamp C, Netzer O (2021) The power of brand selfies. J. Marketing Res. 58(6):1159–1177.Crossref, Google Scholar
• Hayes AF (2017) Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (Guilford Publications, New York).Google Scholar
• He C, He L, Yang W, Li B (2024) Images connect us together: Navigating a COVID-19 local outbreak in China through social media images. Proc. ACM Human Comput. Interactions 8(CSCW1):1–32.Google Scholar
• Himeur Y, Elnour M, Fadli F, Meskin N, Petri I, Rezgui Y, Bensaali F, Amira A (2023) AI-big data analytics for building automation and management systems: A survey, actual challenges and future perspectives. Artificial Intelligence Rev. 56(6):4929–5021.Crossref, Google Scholar
• Hutchinson A (2023) New report highlights the best times to post to social platforms in 2023. Accessed October 23, 2025, https://www.socialmediatoday.com/news/report-best-times-to-post-social-platforms-twitter-instagram-tiktok-facebook-pintrist-linkedin/650006/.Google Scholar
• Hutchison-Krupat J, Kavadias S (2015) Strategic resource allocation: Top-down, bottom-up, and the value of strategic buckets. Management Sci. 61(2):391–412.Link, Google Scholar
• IBM (2021) What is social media analytics. Accessed October 23, 2025, https://www.ibm.com/topics/social-media-analytics.Google Scholar
• Indeed (2025) 26 common advertising techniques and why they work. Accessed October 23, 2025, https://www.indeed.com/career-advice/career-development/advertising-techniques.Google Scholar
• Influencity (2025) How social media engagement rate varies across platforms. Accessed October 23, 2025, https://influencity.com/blog/en/social-media-engagement-rate-across-different-platforms.Google Scholar
• Jaakonmäki R, Müller O, Vom Brocke J (2017) The impact of content, context, and creator on user engagement in social media marketing. Proc. Ann. Hawaii Internat. Conf. System Sci., vol. 50 (IEEE Computer Society Press, Los Alamitos, CA), 1152–1160.Google Scholar
• Jaekel B (2015) IKEA exec: Selling through Instagram creates personalized user experience. Accessed October 23, 2025, https://www.retaildive.com/ex/mobilecommercedaily/ikea-exec-selling-through-instagram-creates-personalized-user-experience.Google Scholar
• Johnson M (2025) 80+ industry specific social media marketing statistics for 2025. Accessed October 23, 2025, https://www.synup.com/en/social-media-marketing-statistics.Google Scholar
• Kim C, Yang SU (2017) Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Rev. 43(2):441–449.Crossref, Google Scholar
• Klahre A, Arpaia A (2024) The best dining tables (and how to shop for one). Accessed October 23, 2025, https://www.nytimes.com/wirecutter/reviews/dining-and-kitchen-tables-we-like-under-1000/.Google Scholar
• Klingebiel R, Rammer C (2014) Resource allocation strategy for innovation portfolio management. Strategic Management J. 35(2):246–268.Crossref, Google Scholar
• Koshy V (2024) Visual content marketing statistics: 52 must-know insights for 2024. Accessed October 23, 2025, https://www.sproutworth.com/visual-content-marketing-statistics/.Google Scholar
• Kumar S, Qiu L (2021) Social Media Analytics and Practical Applications: The Change to the Competition Landscape (CRC Press, Boca Raton, FL).Crossref, Google Scholar
• Kumar N, Qiu L, Kumar S (2018) Exit, voice, and response on digital platforms: An empirical investigation of online management response strategies. Inform. Systems Res. 29(4):849–870.Link, Google Scholar
• Kumar A, Salo J, Li H (2019) Stages of user engagement on social commerce platforms: Analysis with the navigational clickstream data. Internat. J. Electronic Commerce 23(2):179–211.Crossref, Google Scholar
• Kumar S, Tan Y, Wei L (2020) When to play your advertisement? Optimal insertion policy of behavioral advertisement. Inform. Systems Res. 31(2):589–606.Link, Google Scholar
• Lambert D (1992) Zero-inflated poisson regression, with an application to defects in manufacturing. Technometrics 34(1):1–14.Crossref, Google Scholar
• Lang K (2025) The best time to post on Facebook: We analyzed 1 million posts. Accessed October 23, 2025, https://buffer.com/resources/best-time-to-post-on-facebook/?utm_source=chatgpt.com#the-best-day-to-post-on-facebook.Google Scholar
• Lee D, Hosanagar K, Nair HS (2018) Advertising content and consumer engagement on social media: Evidence from Facebook. Management Sci. 64(11):5105–5131.Link, Google Scholar
• Li W (2021) Analysis of object detection performance based on Faster R-CNN. J. Phys. 1827:012085.Google Scholar
• Li Y, Xie Y (2020) Is a picture worth a thousand words? An empirical study of image content and social media engagement. J. Marketing Res. 57(1):1–19.Crossref, Google Scholar
• Liu L, Dzyabura D, Mizik N (2020) Visual listening in: Extracting brand image portrayed on social media. Marketing Sci. 39(4):669–686.Link, Google Scholar
• Liu X, Shin H, Burns AC (2021) Examining the impact of luxury brand’s social media marketing on customer engagement: Using big data analytics and natural language processing. J. Bus. Res. 125:815–826.Crossref, Google Scholar
• Loftus GR, Mackworth NH (1978) Cognitive determinants of fixation location during picture viewing. J. Experiment. Psych. Human Perception Performance 4(4):565.Crossref, Google Scholar
• Luzon Y, Pinchover R, Khmelnitsky E (2022) Dynamic budget allocation for social media advertising campaigns: Optimization and learning. Eur. J. Oper. Res. 299(1):223–234.Crossref, Google Scholar
• Ma T, Hu Y, Lu Y, Bhattacharyya S (2024) Customer engagement prediction on social media: A graph neural network method. Inform. Systems Res. 36(3):1887–1897.Google Scholar
• Ma Y, Xiang Z, Du Q, Fan W (2018) Effects of user-provided photos on hotel review helpfulness: An analytical approach with deep leaning. Internat. J. Hospital Management 71:120–131.Crossref, Google Scholar
• Mallipeddi R, Janakiraman R, Kumar S, Gupta S (2021) The effects of social media tone on engagement: Evidence from Indian general election 2014. Inform. Systems Res. 32(1):212–237.Link, Google Scholar
• Mallipeddi RR, Kumar S, Sriskandarajah C, Zhu Y (2022) A framework for analyzing influencer marketing in social networks: Selection and scheduling of influencers. Management Sci. 68(1):75–104.Link, Google Scholar
• Markerly (2022) Understanding the difference in social media platforms. Accessed October 23, 2025, https://markerly.com/blog/understanding-the-difference-in-social-media-platforms/.Google Scholar
• Mialki S (2023) 10 image ad best practices you must implement into your campaigns for best results. Accessed October 23, 2025, https://instapage.com/blog/image-ad-best-practices/.Google Scholar
• Minter (2021) 24 hr data could shoot your socials to success. Accessed October 23, 2025, https://minter.io/blog/24-hr-data-could-shoot-your-socials-to-success/.Google Scholar
• Morello C (2025) A social media advertiser’s guide to TikTok, Facebook, and Instagram: Demographics and statistics. Accessed October 23, 2025, https://tigerpistol.com/facebook-instagram-and-tiktok-demographics-and-statistics/.Google Scholar
• Mullahy J (1986) Specification and testing of some modified count data models. J. Econom. 33(3):341–365.Crossref, Google Scholar
• Naceva N (2024) Key social commerce statistics you should know in 2023. Accessed October 23, 2025, https://influencermarketinghub.com/social-commerce-stats/.Google Scholar
• Newberry C (2024) How to set a smart social media budget (and get it approved). Accessed October 23, 2025, https://blog.hootsuite.com/the-7-components-of-every-social-media-budget/.Google Scholar
• Newberry C (2025) Engagement rate benchmarks and formulas: Q1 2025 update. Accessed October 23, 2025, https://blog.hootsuite.com/calculate-engagement-rate/.Google Scholar
• O’Brien HL, Toms EG (2008) What is user engagement? A conceptual framework for defining user engagement with technology. J. Amer. Soc. Inform. Sci. Tech. 59(6):938–955.Crossref, Google Scholar
• Oliva A (2005) Gist of the scene. Neurobiology of Attention (Elsevier, San Diego), 251–256.Crossref, Google Scholar
• Otachl E (2025) How much does social media marketing cost? Accessed October 23, 2025, https://www.fiverr.com/resources/guides/digital-marketing/social-media-marketing-costs.Google Scholar
• Overgoor G, Rand W, van Dolen W, Mazloom M (2022) Simplicity is not key: Understanding firm-generated social media images and consumer liking. Internat. J. Res. Marketing 39(3):639–655.Crossref, Google Scholar
• Pan Y, Huang P, Gopal A (2019) Storm clouds on the horizon? New entry threats and R&D investments in the us it industry. Inform. Systems Res. 30(2):540–562.Link, Google Scholar
• Pearce W, Özkula SM, Greene AK, Teeling L, Bansard JS, Omena JJ, Rabello ET (2020) Visual cross-platform analysis: Digital methods to research social media images. Inform. Comm. Soc. 23(2):161–180.Crossref, Google Scholar
• Peng J, Van den Bulte C (2024) Participation vs. effectiveness in sponsored tweet campaigns: A quality-quantity conundrum. Management Sci. 70(11):7961–7983.Link, Google Scholar
• Petty RE, Cacioppo JT, Petty RE, Cacioppo JT (1986) The Elaboration Likelihood Model of Persuasion (Springer, New York).Crossref, Google Scholar
• Pieters R, Wedel M, Batra R (2010) The stopping power of advertising: Measures and effects of visual complexity. J. Marketing 74(5):48–60.Crossref, Google Scholar
• Preloznik J (2024) How often to post on Instagram in 2023? Accessed October 23, 2025, https://www.kontentino.com/blog/how-often-to-post-on-instagram/.Google Scholar
• Putrevu S, Tan J, Lord KR (2004) Consumer responses to complex advertisements: The moderating role of need for cognition, knowledge, and gender. J. Current Issues Res. Advertising 26(1):9–24.Crossref, Google Scholar
• Qian K, Jain S (2024) Digital content creation: An analysis of the impact of recommendation systems. Management Sci. 70(12):8668–8684.Link, Google Scholar
• Quin A (2023) The combined potential of paid ads and organic marketing. Accessed October 23, 2025, https://www.forbes.com/councils/forbesagencycouncil/2023/11/15/the-combined-potential-of-paid-ads-and-organic-marketing/.Google Scholar
• Ren F, Tan Y, Wan F (2023) Know your firm: Managing social media engagement to improve firm sales performance. MIS Quart. 47(1):227–262.Crossref, Google Scholar
• Rietveld R, Van Dolen W, Mazloom M, Worring M (2020) What you feel, is what you like influence of message appeals on customer engagement on Instagram. J. Interactive Marketing 49:20–53.Crossref, Google Scholar
• Santiago LP, Vakili P (2005) On the value of flexibility in R&D projects. Management Sci. 51(8):1206–1218.Link, Google Scholar
• Sashittal HC, DeMar M, Jassawalla AR (2016) Building acquaintance brands via snapchat for the college student market. Bus. Horizons 59(2):193–204.Crossref, Google Scholar
• Shahbaznezhad H, Dolan R, Rashidirad M (2021) The role of social media content format and platform in users’ engagement behavior. J. Interactive Marketing 53(1):47–65.Crossref, Google Scholar
• Shi Y, Yu H, Yu Y, Yue X (2025) Analytics for IoT-enabled human–robot hybrid sortation: An online optimization approach. Production Oper. Management 34(11):3364–3380.Crossref, Google Scholar
• Shin D, He S, Lee GM, Whinston AB, Cetintas S, Lee KC (2020) Enhancing social media analysis with visual data analytics: A deep learning approach. MIS Quart. 44(4):1459–1492.Crossref, Google Scholar
• Social Intelligence Lab (2023) Why monitoring visual content on social media is important for customer service. Accessed October 23, 2025, https://www.thesilab.com/resource/why-monitoring-visual-content-on-social-media-is-important-for-customer-service.Google Scholar
• Socialbee (2025) What is the difference between Facebook and Instagram. Accessed October 23, 2025, https://socialbee.com/blog/difference-between-facebook-and-instagram/.Google Scholar
• Soderlund R (2022) The future of social advertising is now. Accessed October 23, 2025, https://www.adweek.com/sponsored/the-future-of-social-advertising-is-now/.Google Scholar
• Soegaard M (2024) Repetition, pattern, and rhythm. Accessed October 23, 2025, https://www.interaction-design.org/literature/article/repetition-pattern-and-rhythm.Google Scholar
• Sprout Social (2021) The future of social media: New data for 2021 & beyond. Accessed October 23, 2025, https://sproutsocial.com/insights/data/harris-insights-report/.Google Scholar
• Sprout Social (2025a) 80+ of the most important social media marketing statistics for 2025. Accessed October 23, 2025, https://sproutsocial.com/insights/social-media-statistics/.Google Scholar
• Sprout Social (2025b) The best times to post on social media in 2025. Accessed October 23, 2025, https://sproutsocial.com/insights/best-times-to-post-on-social-media/.Google Scholar
• Statista (2025) Daily time spent on social networking by internet users worldwide from 2012 to 2025. Accessed October 23, 2025, https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/.Google Scholar
• Tanaka T (2019) Composition basics (2): Main and secondary subjects; triangles. Accessed October 23, 2025, https://snapshot.canon-asia.com/article/eng/part-2-composition-basics-main-theme-038-sub-theme-and-triangular-composition.Google Scholar
• Tyrväinen O, Karjaluoto H, Ukpabi D (2023) Understanding the role of social media content in brand loyalty: A meta-analysis of user-generated content versus firm-generated content. J. Interactive Marketing 58(4):400–413.Crossref, Google Scholar
• Unmetric (2024) Get faster reporting, better engagement and more certainty for your social strategy. Accessed October 23, 2025, https://unmetric.com/demo.Google Scholar
• Unnava V, Aravindakshan A (2021) How does consumer engagement evolve when brands post across multiple social media? J. Acad. Marketing Sci. 49(5):864–881.Crossref, Google Scholar
• UP Reports (2025) Content creation pricing & packages: India, US, UK cost insights [updated]. Accessed October 23, 2025, https://www.upreports.com/blog/how-much-content-creation-cost-2020/.Google Scholar
• Vassio L, Garetto M, Leonardi E, Chiasserini CF (2022) Mining and modelling temporal dynamics of followers’ engagement on online social networks. Soc. Networks Anal. Mining 12(1):96.Crossref, Google Scholar
• Voorveld HA, Van Noort G, Muntinga DG, Bronner F (2018) Engagement with social media and social media advertising: The differentiating role of platform type. J. Advertising 47(1):38–54.Crossref, Google Scholar
• Wu CW, Guaita Martínez JM, Martín Martín JM (2020) An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan. Psych. Marketing 37(9):1185–1193.Crossref, Google Scholar
• Wu Z, Wang X, Jiang YG, Ye H, Xue X (2015) Modeling spatial-temporal clues in a hybrid deep learning framework for video classification. Proc. 23rd ACM Internat. Conf. Multimedia (ACM, New York), 461–470.Google Scholar
• Wu B, Cheng WH, Zhang Y, Huang Q, Li J, Mei T (2017) Sequential prediction of social media popularity with deep temporal context networks. Preprint, submitted December 12, https://arxiv.org/abs/1712.04443.Google Scholar
• Wulf J, Mettler T, Ludwig S, Herhausen D (2019) A computational visual analysis of image design in social media. Proc. 27th Eur. Conf. Inform. Systems (Association for Information Systems, Atlanta), 1–16.Google Scholar
• Yin D, Bond SD, Zhang H (2017) Keep your cool or let it out: Nonlinear effects of expressed arousal on perceptions of consumer reviews. J. Marketing Res. 54(3):447–463.Crossref, Google Scholar
• Zhang S, Lee D, Singh PV, Srinivasan K (2022) What makes a good image? Airbnb demand analytics leveraging interpretable image features. Management Sci. 68(8):5644–5666.Link, Google Scholar
• Zhang J, Wei X, Fukuda H, Zhang L, Ji X (2021) A choice-based conjoint analysis of social media picture posting and souvenir purchasing preference: A case study of social analytics on tourism. Inform. Processing Management 58(6):102716.Crossref, Google Scholar
• Zhou L, Xue F (2021) Show products or show people: An eye-tracking study of visual branding strategy on Instagram. J. Res. Interactive Marketing 15(4):729–749.Crossref, Google Scholar
• Zhou X, Liang X, Zhang H, Ma Y (2015) Cross-platform identification of anonymous identical users in multiple social media networks. IEEE Trans. Knowledge Data Engrg. 28(2):411–424.Crossref, Google Scholar