2.1. Social Media Analysis
COVID-19 has ushered in a new phase and has produced a new way of interacting with each other. Social media and communication methods have shifted from relying on public and mass communication channels, such as newspapers, television, and radio, to social media platforms, such as Facebook, YouTube, Instagram, and Twitter [
10]. Social media allows the public to communicate with individuals and organizations and become a source of information while being affordable and easy to share [
11]. In addition, social media technologies and the nature of social networks provide new ways of communicating, allowing other users to share information and express themselves through a network of social connections [
12].
Social media platforms have become a vital resource and source for gathering and collecting users’ experiences, views, and information because of their popularity [
13]. The use of social media to search for relevant information has grown exponentially, making it easier for consumers and users to interact and communicate with other people and product marketers [
14,
15]. Therefore, many people use social media as a channel and method to share their opinions, experiences, ideas, and marketing. Since people were limited by social distancing during the pandemic [
16,
17,
18], social media platforms became an essential tool for people to interact, share information, and communicate during this time. It continues to be an important communication tool for users to seek information about their consumption, interests, reading, and communication; participate in behavioral observations and marketing; and share opinions and videos.
Therefore, using social media for interactive communication effectively changes users’ attitudes and behaviors towards sustainable development [
19]. Users’ interactions become essential to increase their marketing influence on social media, such as sharing, liking, commenting, and complaining, which may change users’ attitudes, behaviors, and perceptions [
20]. People sharing relevant information through social media consider it their personal choice to participate. Their attitudes and beliefs determine how they will respond to and participate in collective behavior in the community [
21]. Advertisements and messages that are more informative or creative are more likely to gain empathy regarding “likes” on social media. When an informative cognitive or affective approach is used in social media, a brand’s marketing and advertising messages are more likely to be shared if their messages are appealing or attention-grabbing [
22]. Branded social media messages can motivate consumers to interact with the brand by emphasizing the emotional aspect of the message, and the positive emotional response triggered by the consumer during the process can positively impact purchase intentions [
23]. Therefore, people should try to increase the visual effects of social media through the contextualization of the environment so that the users’ perceived emotions and visual experiences are positive. Specifically, the application of light technology can be used to create the best visual perception for the user: an ambient light source to increase positive feelings.
2.2. Visual Perception
Do the background, color, and visual effects of lighting used in social media affect the viewer’s preference and attract attention? The differences in light source can give different color impressions depending on spectral range.
Regarding visual information, the attention of social media users can be divided into two types: sustained attention and distracted attention. When social media users focus on a specific task or visual message for an extended period, such as viewing a relevant message, filling out a form or questionnaire, making a bank transfer, or completing a purchase online, sustained attention is used. At this time, the main focus of the visual message is on readability and user-friendly color effects to sustain the user’s attention and visual focus [
24]. In exploring the visual effects of social media graphics and designs, the assessment of people’s color perceptions is influenced by many factors, particularly differences in light sources, which can produce varying impressions depending on the spectral range. The characteristics of the object being viewed, the direction of viewing, and the location of the angle of light projection are also critical. A particular visual effect, such as the arrangement of lines, patterns, or objects, can impact the user’s visual perception of color in different ways [
25]. Viewing intense color for an extended period can lead to retinal fatigue, which requires rest or visual neutralization. The eyes’ aging process should also be considered, as the perceptual impairment of color increases with age [
26]. There may also be differences in contrast sensitivity among users [
27].
The perception of visual color impressions varies depending on the object’s size and background; colors on larger surfaces are brighter and more vivid than those viewed on smaller surfaces. This phenomenon can lead to the illusion of color perception. Colors in front of a bright background seem darker than those in front of a dark background. This is known as the contrast effect, which also affects visual preference perception and attention. In related literature, some studies have explored the preference perception and visual attention associated with visual color [
28,
29]. In the relationship between preference perception and visual attention, color is used as the information for making preference perception decisions and for exploring the number of visual features. Research has found that simple stimuli are more advantageous than natural scenes or attractive faces, both of which have many features.
2.3. Light Source Illumination and Visual Perception
The illumination of different light sources has a relevant effect on users’ emotions [
30,
31], and some aspects of light source illumination affect the perception of visual comfort, naturalness, dimness, and warmth [
32]. The use of light source illumination in social media allows users to perceive messages related to images or people. Different illumination sources affect visual perceptions but also affect users’ perceptions of comfort and task performance satisfaction [
33,
34]. For example, inappropriate lighting conditions may lead to fatigue and affect comfort and related task performance [
35,
36]. Conversely, appropriate lighting conditions may give users better visual comfort and improve their task performance [
37,
38]. In some surveys on the effects of lighting on user preferences, the following factors were measured for evaluation by surveying user perceptions: emotional perception, visual perception, task performance, user responses including task performance, lighting preferences, visual perception, emotions, health, stress, fatigue, comfort, pleasure, satisfaction, pleasure, uniformity, dimness, warmth, spaciousness, complexity, and darkness [
39,
40,
41,
42].
The purpose of light source illumination is to assist the user’s visual response to changes in perceptual, cognitive, and emotional states [
43,
44]. Some studies that have examined the effects of color temperature and brightness of light source illumination on emotional states [
45] have found that warm or cool environments affect negative or positive emotional responses of people engaged in cognitive tasks [
46]. These negative to positive responses also influence the level of stimulation from high to low and different levels of stimulation and attention. In the investigation of light source illumination conditions, mood measures, and emotional states, the scales of tension/anxiety, depression, anger/hostility, vigor/activity, fatigue, and confusion/bewilderment were employed for measurement [
47].
The subjective preference is divided into strong dislike, moderate dislike, slight dislike, neutral, slight like, moderate like, and strong like. The preference of skin color is evaluated, the atmosphere perception of the illuminated environment is assessed based on the perceived attributes, and the atmosphere perception was evaluated as uncomfortable/comfortable, cool/warm, negative/active, and tense/relaxed. Subjective evaluations of the atmosphere of the illuminated environment by light sources are recorded in terms of comfort, warmth, activity, and relaxation [
48].
2.5. Delphi Technique
Delphi technique is applied in various related research fields [
50,
51]. When the background knowledge of the Delphi technique is used, and there are more than ten experts, the minimum group error and highest credibility can be achieved [
52]. A consensus can be effectively established when the standard number of expert scholars required to reach a consensus is 10 to 15 [
53,
54]. Therefore, a total of 12 experts and scholars were invited to form the Delphi technique panel in this study. Anonymity is required during the interview process to avoid interpersonal communication complexities that may interfere with objective responses. Anonymity is necessary to prevent the psychological factors of authoritarian submission or a bandwagon effect caused by group leadership positions or hierarchical relationships [
55]. The anonymity allows the expert panel members to express their genuine opinions and positions, leading to various considerations at different levels, making the experts’ opinions and arguments more objective. This shows that joint decisions resulting from collective discussions are more comprehensive than conclusions reached by individual thinking [
56]. The subsequently summarize and analyze these experiences, and the questionnaire items are developed for the next round accordingly.
Through the literature, this study is able to establish a follow-up Delphi method survey of experts and scholars from the section of video visual perception in social media. In the literature section, we start from the interaction and communication of social media and move on to the section of visual perception, organizing, and summarizing the research of related scholars, such as visual comfort, preference, color, brightness, fatigue, atmosphere, and other feelings. Based on the compilation and summarization of the literature, we processed a Delphi method questionnaire conducted by 12 invited moral and ethical experts and scholars. Before the survey, we introduced the purpose and methodology of this study in detail, as well as the literature, which was organized, to each expert and scholar. After confirming the understanding of the research topic, the initial questionnaire was developed based on the organized literature, then we invited the experts and scholars to comment on the initial questionnaire or revise the content, collating their opinions. Later, experts and scholars were invited to comment again. We arrived at the final questionnaire by obtaining consensus and consistency.
The study was built on the basis of the compiled literature, and we expatiated the theme of the study to the experts and scholars, obtaining the conclusions of the questionnaire by exchanging opinions several times with a group of experts and scholars that is proficient in the field of Delphi method.
The purpose of this study was to investigate the key factors for creating a positive visual perception response evaluation for social media video communication. The aim of this study was to determine what factors of light sources impact visual perception to increase the interactions in social media video communication. First, the key factors of visual perception and response evaluation of visual effects in social media video communication were summarized and analyzed through an interview consultation panel of experts and scholars.