Table 3 Spearman Correlations Between the Personality Traits of Startups’ Instagram Accounts and the Features of Their Photos

Content category

Abstract

0.237*

− 0.016

− 0.171

− 0.005

0.192*

Animal

− 0.020

0.255*

0.132

0.011

0.035

Building

0.082

− 0.036

− 0.106

− 0.130

− 0.172

Dark

− 0.007

− 0.086

− 0.260*

0.147

0.103

Drink

0.218*

0.226*

0.102

0.046

0.070

Food

0.150

0.414*

0.113

0.133

− 0.150

Indoor

0.094

0.390*

0.119

0.286*

− 0.150

Others

0.014

− 0.110

− 0.239*

− 0.043

0.124

Outdoor

0.008

0.075

− 0.043

0.122

− 0.194*

People

− 0.097

0.380*

0.181

0.398*

− 0.031

Plant

0.172

0.079

0.033

0.008

− 0.070

Object

− 0.015

0.057

0.006

0.005

0.018

Sky

0.202*

− 0.051

0.063

0.040

0.183

Text

− 0.014

− 0.494*

− 0.091

− 0.366*

0.024

Transportation

0.159

− 0.008

0.016

− 0.086

− 0.066

Gini

− 0.230*

− 0.248*

0.098

− 0.134

− 0.002

Facial features

Number of faces

− 0.164

− 0.067

0.240*

0.080

0.023

Face ratio

− 0.086

− 0.106

0.218*

− 0.032

0.024

Closeup

− 0.065

− 0.130

0.206*

− 0.061

0.025

Age

− 0.102

− 0.139

0.233*

0.021

0.048

Gender

− 0.015

0.041

0.369*

0.176

− 0.002

Anger

− 0.176

0.091

0.054

0.008

− 0.062

Contempt

− 0.148

− 0.067

− 0.069

− 0.117

− 0.002

Disgust

− 0.040

0.108

0.045

0.021

− 0.059

Fear

− 0.151

0.047

0.067

− 0.032

− 0.038

Happiness

− 0.131

− 0.055

0.297*

0.077

− 0.010

Sadness

− 0.109

0.055

0.104

0.115

0.031

Surprise

− 0.227*

− 0.072

0.091

− 0.064

− 0.107

Neutral

− 0.072

− 0.152

− 0.012

− 0.070

0.142

Pixel color features

Red mean

0.235*

− 0.103

0.021

− 0.144

0.190*

Red variance

− 0.250*

0.167

0.093

0.115

− 0.262*

Green mean

0.178

− 0.239*

− 0.010

− 0.191*

0.172

Green variance

− 0.275*

0.177

0.053

0.072

− 0.238*

Blue mean

0.179

− 0.313*

− 0.021

− 0.174

0.248*

Blue variance

− 0.189

0.212*

− 0.065

0.052

− 0.241*

Saturation mean

− 0.099

0.142

0.113

0.202*

− 0.120

Saturation variance

− 0.104

0.188

0.059

0.031

− 0.105

Value mean

0.217*

− 0.202*

0.036

− 0.128

0.191*

Value variance

− 0.296*

0.213*

0.059

0.082

− 0.275*

Hue peaks

− 0.089

− 0.295*

− 0.131

− 0.235*

− 0.046

Visual features

Brightness

0.212*

− 0.224*

− 0.002

− 0.177

0.213*

Colorfulness

− 0.064

0.090

0.103

0.142

− 0.086

Naturalness

− 0.107

0.320*

0.070

0.020

− 0.176

Contrast

− 0.220*

0.233*

0.041

0.084

− 0.221*

RGB contrast

− 0.216*

0.229*

0.043

0.080

− 0.260*

Sharpness

− 0.104

0.235*

0.100

0.052

− 0.203*

Color diversity

0.010

0.555*

0.265*

0.337*

− 0.148

Color harmony

− 0.124

0.127

0.173

0.179

− 0.201*