Abstract

This article explores how firms, through characteristics of physical environments, can inspire consumers to engage in creating and posting environment-cued indirect advertising, or what is commonly known as “Instagramming.” The first study is used to qualitatively understand what makes an environment “Instagrammable” from the designer perspective. Emergent themes are used to inform a second study, a quantitative analysis of 43,004 instances of indirect advertising gathered by scraping Instagram postings from 97 environments in four prominent pop culture museums. After manually sorting the data, both artificial intelligence (AI)-enabled computer vision and manual coding are used to quantify multiple environment characteristics. Analysis reveals how different environment characteristics affect the creation of indirect advertising. Environments that use more interactive props, color, and brightness are associated with greater indirect advertising. Except in limited cases, most design themes have no effects—or negative effects—on indirect advertising. This article also contributes to the emerging literature on computer vision by showcasing how AI can offer insight for better understanding shared digital content.

摘要

本文探讨了公司如何通过物理环境的特征来激发消费者参与创建和发布环境提示的间接广告，即通常所说的“Instagramming”。第一项研究用于从设计师的角度定性地了解是什么使环境“可上 Instagram”。新兴主题用于为第二项研究提供信息，该研究对通过从四个著名流行文化博物馆的 97 个环境中抓取 Instagram 帖子收集的 43,004 个间接广告实例进行定量分析。在对数据进行手动排序后，人工智能 (AI) 启用的计算机视觉和手动编码均用于量化多个环境特征。分析揭示了不同的环境特征如何影响间接广告的创建。使用更多互动道具、颜色和亮度的环境与更大的间接广告相关。除少数情况外，大多数设计主题对间接广告没有影响或负面影响。本文还通过展示人工智能如何提供洞​​察力以更好地理解共享的数字内容，为新兴的计算机视觉文献做出了贡献。