Autori: Guercini, Simone, Milanesi, Matilde
Titolo: Image-based Social Media and Visual Content Analysis: Insights from a Literature Review
Periodico: Micro & macro marketing
Anno: 2020 - Volume: 87 - Fascicolo: 3 - Pagina iniziale: 537 - Pagina finale: 558

Marketing research is now increasingly influenced by several factors,such as new technologies, new online market contexts, and new rolesplayed by consumers. An emerging trend affecting marketing researchis the shift towards visuals among the main social media platforms. Image-based social media, such as Instagram, are rapidly growing not onlyamong individual users but also among companies that use them as apowerful marketing tool. Thus, sharing images is becoming an integralpart of the social media experience today, and the shift towards visuals istransforming the way people socialize, perceive the world, and constructa sense of self. The study of images is not new, although, with the emergenceof new research contexts such as image-based social media, is takingon a new meaning and, for marketing researchers, this phenomenonraises conceptual, theoretical, and methodological challenges. The paperputs forward some reflections on the growing importance of visuals andimage-based social media for online marketing research and focuses onthe methodological approaches that allow marketing researchers to analyzevisual data. In particular, the paper discusses visual content analysis,a methodological approach for the content analysis of visually-baseddata, and proposes a systematic review of recent researches that adoptsuch methodology for the study of image-based social media. The purposeto discuss the current status of research, as well as the methodologicalissues and research tools for online marketing researchers.




SICI: 1121-4228(2020)87:3<537:ISMAVC>2.0.ZU;2-7
Testo completo: https://www.rivisteweb.it/download/article/10.1431/98621
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/98621

Esportazione dati in Refworks (solo per utenti abilitati)

Biblioteche ACNP che possiedono il periodico