A computational visual analysis of image design in social media car model communities

Jochen Wulf, Tobias Mettler, Stephan Ludwig, Dennis Herhausen

Research output: Chapter in Book/Report/Conference proceedingConference PaperOther

3 Citations (Scopus)


While user-generated images represent important information sources in IS in general and in social media in particular, there is little research that analyzes image design and its effects on image popularity. We introduce an innovative computational approach to extract image design characteristics that includes convolutional neural network-based image classification, a dimensionality reduction via principal component analysis, manual measurement validation, and a regression analysis. An analysis of 790,775 car images from 17 brands posted in 68 car model communities on a social media platform reveals several effects of product presentation on image popularity that relate to the levels of utility reference, experience reference, and visual detail. A comparison of economy cars and premium cars shows that car class moderates these image design effects. Our results contribute to the extant literature on brand communities and content popularity in social media. The proposed computational visual analysis methodology may inform the study of other image-based IS.

Original languageEnglish
Title of host publicationProceedings of the 27th European Conference on Information Systems
Subtitle of host publicationInformation Systems for a Sharing Society, ECIS 2019
EditorsJan vom Brocke, Shirley Gregor, Oliver Muller
Place of PublicationSweden
PublisherAssociation for Information Systems
ISBN (Electronic)9781733632508
Publication statusPublished - 2019
Externally publishedYes
EventEuropean Conference on Information Systems 2019: Information Systems for a Sharing Society - Stockholm and Uppsala, Sweden
Duration: 8 Jun 201914 Jun 2019
Conference number: 27th


ConferenceEuropean Conference on Information Systems 2019
Abbreviated titleECIS 2019
CityStockholm and Uppsala
Internet address


  • Computational visual analysis
  • Convolutional neural networks
  • Image analysis
  • Product communities
  • Social media

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