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| CEO Facial Expression Analysis Based on Neural Networks and Its Impacts on Media Attention at Press Conferences |
Li Yang,Zhao Jichang( ) |
| School of Economics and Management, Beihang University, Beijing 100191, China |
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Abstract [Objective] This paper uses neural networks to detect facial expressions in real-time video streams, aiming to explore the correlation between CEO’s emotional characteristics at product launch events and media attention. [Methods] A total of 566 product launch event videos from 34 electronics companies were collected. Facial expressions of CEOs during the events were detected using models like MTCNN. Then, we investigated the patterns of CEO’s emotional expressions and explored the influence of their characteristics on media attention with correlation analysis. [Results] CEOs of different companies exhibited distinct emotional expression patterns during the launch events, which could be clustered closely associated with the main product types of the companies. Each cluster also had significant emotional inertia expression and influence trends. The proportion of anger was positively correlated with media attention during the launch events at a confidence level of 95% (with Pearson’s correlation coefficients exceeding 0.21). [Limitations] This study focuses on electronic product launch events, and the collected data from various companies were not unevenly distributed. [Conclusions] Deep learning enable the rapid detection of CEO facial expressions based on video streams. This study analyzed CEO’s emotional expression patterns and their influence and provided suggestions for CEO’s emotional management in brand communication.
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Received: 27 July 2022
Published: 08 October 2023
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| Fund:National Natural Science Foundation of China(71871006) |
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Corresponding Authors:
Zhao Jichang,ORCID:0000-0002-5319-8060,E-mail: jichang@tuaa.edu.cn。
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