In this study, we analyze narrative images and their effect on consumer sharing. We identify three aspects (person, text within the image, caption complexity) of social media posts which attenuate the positive effect of narrative images on consumer sharing
Farace, Stefania; Villarroel Ordenes, Francisco Javier; Grewal, Dhruv; De Ruyter, Ko. (2020). Brand Narratives in Social Media: Implications for Consumer Sharing. In Brand Narratives in Social Media: Implications for Consumer Sharing (pp. 30- 31). American Marketing Association. Isbn: 978-0-87757-006-6. https://www.ama.org/wp-content/uploads/2020/02/2020-AMA-Winter-Academic-Conference-Proceedings.pdf.
Brand Narratives in Social Media: Implications for Consumer Sharing
Farace, Stefania
;Villarroel Ordenes, Francisco;
2020
Abstract
In this study, we analyze narrative images and their effect on consumer sharing. We identify three aspects (person, text within the image, caption complexity) of social media posts which attenuate the positive effect of narrative images on consumer sharing
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2020-Winter AMA Proceedings-Brand Narratives.pdf
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