Photos posted by consumers on social media, like Instagram, often include brands. Despite the substantial increase in such photos, there have been few investigations into how prospective consumers respond to this visual UGC. We begin to address this gap by investigating the role of the color compositions of visual UGC in consumer response. Consumer response is operationalized as the click-rate for a photo by a consumer when it is curated on the online site of the brand that it includes. This is the proportion of visitors who click on it for an enlarged view. Composition is operationalized as the specific combination of levels of the photo’s color attributes: hue, chroma, and brightness. Our goal is to identify the color compositions of photos, ceteris paribus, which get more clicks when they are curated. Data for our investigation comes from clicks over a one-year period on photos posted on Instagram curated by fifteen brands in six product categories on their sites. We assume Beta distributed proportions and calibrate a Beta regression using MCMC methods for our investigation.We find that click-rates are higher for photos that include higher proportions of green and lower proportions of red and cyan. We also find that chroma of red and blue are higher in photos with higher click-rates. Findings from our research led the sponsoring firm to modify its proprietary curation algorithm for client brands. The firm informed us that, post-modification, there has been a substantial increase in click-rates of curated photos for brands in several categories.

中文翻译：

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脱颖而出的调色板：在线策展的视觉UGC的色彩构成吸引了更多的消费者互动

消费者在社交媒体（如Instagram）上发布的照片​​通常包含品牌。尽管此类照片大量增加，但很少有研究调查潜在的消费者对这种视觉UGC的反应。我们通过研究视觉UGC的颜色成分在消费者反应中的作用来解决这一差距。消费者响应在其所包含的品牌的在线网站上进行策划时，被作为消费者对照片的点击率进行操作。这是点击放大视图的访问者比例。构图可作为照片色彩属性级别的特定组合进行操作：色相，色度和亮度。我们的目标是识别照片，蜡染小鸡，策划后获得更多点击。我们的调查数据来自一年内对Instagram上发布的照片​​的点击次数，这些照片是由15个品牌在其网站上以六个产品类别策划的。我们假设使用Beta分布比例并使用MCMC方法校准Beta回归，我们发现包含较高比例的绿色和较低比例的红色和青色的照片的点击率较高。我们还发现，点击率较高的照片中，红色和蓝色的色度较高。我们的研究结果促使赞助公司修改了其针对客户品牌的专有策展算法。该公司告知我们，修改后，几类品牌的策展照片的点击率已大大提高。