Using the DEMATEL Method to Explore Influencing Factors for Video Communication and Visual Perceptions in Social Media

Chi-Jui Tsai and Wen-Jye Shyr ()
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Chi-Jui Tsai: Department of Advertising and Strategic Marketing, College of Communication, Ming Chuan University, 250 Zhong Shan N. Rd., Sec. 5, Taipei City 111, Taiwan
Wen-Jye Shyr: Department of Industrial Education and Technology, National Changhua University of Education, No. 1, Jin-De Rd., Changhua 500, Taiwan

Sustainability, 2022, vol. 14, issue 22, 1-18

Abstract: This study used expert interviews and the DEMATEL method to explore the influencing factors affecting the evaluation of the good and cognitive response of video communication and visual perception in social media and for the benefit of facilitation of the implementation in improving the overall video communication and visual quality in social media in the related fields of communication, advertising, and visual design. Correspondingly, it could provide educators and practitioners in the field with a foundation to maximize the effectiveness of allocating resources to these influencing factors. This study explored the influencing factors of video communication and visual perception in social media and evaluated the causality, relevance, and degree of materiality among different factors. The results of this study indicated that the six dimension factors, including like (X8), feeling satisfied (X9), feeling of attractiveness (X11), a good sense of shape contour (modeling) (X12), good visual characteristics (X13), and a good sense of color (X14), showed a high degree of connection (prominence) with other dimension factors. Improving the quality of these six factors could help solve the problem while promoting a good feeling about the other factors.

Keywords: social media; video communication vision; visual perception; DEMATEL method (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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