Are Facebook brand pictures a sign of brand love? – A study on visual eWOM

Publications

Suggested Citation

Kaiser, C., Ahuiva, A., Rauschnabel, P., & Wimble, M. (2016). Sind Facebook-Markenbilder ein Zeichen von Markenliebe? Proceedings of the 3rd International Colloquium on Corporate Branding, Identity, Image and Reputation, London, United Kingdom.

Year

2017

Authors

Dr. Carolin Kaiser,
Prof. Dr. Aaron Ahuvia,
Prof. Dr. Phillipp A. Rauschnabel,
Matt Wimble

Publication title

Are Facebook brand pictures a sign of brand love? – A study on visual eWOM

Publication

Peer-reviewed

Abstract:

A vast number of photos are shared on social media. Every day, an average of more than 350 million photos are uploaded to Facebook alone. These include many photos featuring products and brands. The question for market researchers is: what do these photos say about attitudes and feelings toward brands? Are these brand photos a sign of brand affection? A recent study conducted by the GfK Verein and the University of Michigan-Dearborn tackles these questions.

Authors

Dr. Carolin Kaiser, Head of Artificial Intelligence, NIM, carolin.kaiser@nim.org
Prof. Dr. Aaron Ahuvia, University of Michigan-Dearborn
Prof. Dr. Phillipp A. Rauschnabel, Professorship for Digital Marketing and Media Innovation, University of the Bundeswehr Munich
Matt Wimble, Suffolk University, Sawyer School of Business, 73 Tremont St., Boston MA 02108, USA

Contact

Dr. Carolin Kaiser

Head of Artificial Intelligence

carolin.kaiser@nim.org

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