Gaining Marketing-Relevant Knowledge from Social Media Pictures: A picture is worth a thousand words

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Gaining Marketing-Relevant Knowledge from Social Media Pictures: A picture is worth a thousand words

Carolin Kaiser, Raimund Wildner

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,...

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