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.
The Effect of Image Content and Text Similarity on Brand Narratives Sharing / Farace, Stefania; Villarroel Ordenes, Francisco Javier; Grewal, Dhruv; De Ruyter, Ko. - NA - Advances in Consumer Research, (2020), pp. 322-323. (ACR 2020-Advances in Consumer Research Volume 48, Paris, October 1-4, 2020).
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.
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