Revealing Consumer-Brand-Interactions from Social Media Pictures – A Case Study from the Fast-Moving Consumer Goods Industry

Abstract: 

A multitude of pictures is posted on social media every day, shedding light not only on consumers’ social life but also their interactions with brands like holding, drinking or even hugging a soda bottle. These pictures represent a valuable source of knowledge for marketing which is infeasible to explore manually. This research addresses the question of how consumer-brand-interactions can be recognized and characterized automatically.