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A study on the visual effect and user response of infomercials based on neural network analysis

Xia Yan

Xia Yan

College of Journalism and Communication, Advertising, Shanghai Jian Qiao UniversityShanghai, China
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Yan, Xia
, 
Anita Binti Rosli

Anita Binti Rosli

Department of Social Science and Management, Faculty of Humanities, Management and Science, Universiti Putra Malaysia Bintulu CampusBintulu, Malaysia
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Rosli, Anita Binti
 e 
Aryaty Binti Alwie

Aryaty Binti Alwie

Department of Social Science and Management, Faculty of Humanities, Management and Science, Universiti Putra Malaysia Bintulu CampusBintulu, Malaysia
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Alwie, Aryaty Binti
  
23 set 2025
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Pubblicato online: 23 set 2025
Ricevuto: 16 gen 2025
Accettato: 23 apr 2025
DOI: https://doi.org/10.2478/amns-2025-0961
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© 2025 Xia Yan et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.

Figure 1.

Construction process
Construction process

Figure 2.

Center bias
Center bias

Figure 3.

SIF distribution trend of advertising attributes on 1-7 score levels
SIF distribution trend of advertising attributes on 1-7 score levels

Figure 4.

AD sif distribution and 1-7 score sequence
AD sif distribution and 1-7 score sequence

Regression

Regression project Normalization factor T value P value
Style selection and design→Thumb up 0.772 14.645 0.001
Element color, shape, brightness→Thumb up 0.445 5.926 0.001
Element position, size, quantity→Thumb up 0.703 11.847 0.001
Style selection and design→Comment 0.493 6.825 0.001
Element color, shape, brightness→Comment 0.173 2.036 0.001
Element position, size, quantity→Comment 0.443 6.124 0.001
Style selection and design→Sharing 0.645 9.847 0.001
Element color, shape, brightness→Sharing 0.362 4.678 0.001
Element position, size, quantity→Sharing 0.589 8.925 0.001
Comment→Thumb up 0.617 9.314 0.001
Sharing→Thumb up 0.847 18.422 0.001
Comment→Click 0.674 10.725 0.001
Sharing→Click 0.746 13.428 0.001
Thumb up→Click 0.835 18.706 0.001

Description statistics of variables

Variable class Variable index Maximum value Minimum value Mean Variance
Visual layer Element color, shape, brightness 9 1 5.12 3.15
Space layer Element position, size, quantity 8 1 3.85 2.06
Script layer Style selection and design 6 1 2.74 1.32
Social feeling Thumb up 1094 1 63.56 14012.45
Social facilitation effect Comment number 125 1 6.84 186.63
Social facilitation effect Forwarding number 258 2 9.46 552.32
Advertising effect Click quantity 9445 5 456.12 1060512

Detailed data format for image advertising data sets

Serial number Attribute field Sample Describe
1 AdvertiserID 1046141523 advertiser
2 AdvertiserName Pinkgirl advertiser
3 adzoneID 34258714 AD bit id
4 adzoneName Wireless - traffic package - online shopping - mobile phone focus Position name
5 maincateID 2 Advertising class id
6 maincateName Women’s wear Class name
7 Date 2023-11-25 time
8 Ctr 6 Click-through rate (%)
9 aboardID 842508150003 Creative id
10 adboardFormat 2 Creative format
11 adboardName Good series Creative name
12 adboardWidth 642 Creative width
13 adboardHeight 205 advertiser
14 imageUrl TB1CfzpL5TBuNj SspmSuuDRVXa advertiser
15 templateID 2000000000 AD bit id
Lingua:
Inglese
Frequenza di pubblicazione:
1 volte all'anno
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