Gaining Marketing-Relevant Knowledge from Social Media Pictures: A picture is worth a thousand words
Introduction
Social media has changed the flow of information between companies and consumers. Consumers do not only receive information passively from companies but they can also actively generate information and share it with other consumers. User-generated content is perceived to be especially trustworthy. Many studies have proven the influence of online reviews and posts on purchase decisions (e.g. Yali and Bayram 2010, Xiaofen and Yiling 2009). In addition to text-based comments, ever more photos are uploaded to social media platforms. Every day,...