The Effect of Image Content and Text Similarity on Brand Narratives Sharing

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.


Stefania Farace, Francisco Villarroal Ordenes, Dhruv Grewal, and Ko de Ruyter (2020) ,"The Effect of Image Content and Text Similarity on Brand Narratives Sharing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 322-323.


Stefania Farace, LUISS Guido Carli
Francisco Villarroal Ordenes, University of Massachusetts, USA
Dhruv Grewal, Babson College, USA
Ko de Ruyter, King's College


NA - Advances in Consumer Research Volume 48 | 2020

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