Although images are increasingly used in social media brand posts, it remains still unknown what type of images generate the most compelling narratives. The present research analyzes if and how the image content, and text similarity in the social media post affects consumer sharing of brand narratives.
Farace, S., Villarroel Ordenes, F., Grewal, D., De Ruyter, K.o. (2020). The Effect of Image Content and Text Similarity on Brand Narratives Sharing. Duluth, MN : Association for Consumer Research.
The Effect of Image Content and Text Similarity on Brand Narratives Sharing
Farace, Stefania;Villarroel Ordenes, Francisco;
2020
Abstract
Although images are increasingly used in social media brand posts, it remains still unknown what type of images generate the most compelling narratives. The present research analyzes if and how the image content, and text similarity in the social media post affects consumer sharing of brand narratives.File in questo prodotto:
Eventuali allegati, non sono esposti
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
