Analyzing the impact of faces on consumer engagement in social media videos: A machine learning approach

Authors

• Karen Anne Wallach, University of Alabama, Huntsville
• Hieu Pham, University of Alabama, Huntsville
• Anthony Koschmann, Eastern Michigan University
• Gaurav Arwade, Iowa State University

Document Type

Article

Publication Date

2025

Department/School

Marketing

Publication Title

Journal of Consumer Marketing

Comments

A. Koschmann is a faculty member in EMU's Department of Marketing.

Link to Published Version

DOI: 10.1108/JCM-01-2024-6526

Recommended Citation

Wallach, K. A., Pham, H., Koschmann, A., & Arwade, G. (2025). Analyzing the impact of faces on consumer engagement in social media videos: A machine learning approach. Journal of Consumer Marketing, 42(3), 318–335. https://doi.org/10.1108/JCM-01-2024-6526