Gaining marketing-relevant knowledge from social media photos

Date of publication: September 22, 2016

Catalogue: Congress 2016: #WOW

Company: GfK


The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with brands. This rich knowledge source has been inaccessible to market research to date, since existing social media tools consider only text.In this paper, we demonstrate the meaning of brand-related social media photos for marketing, present a system which is able to recognise pictorial content and to derive key figures for awareness, popularity and usage of brands, and prove within a case study that the system's output is in line with the results from social media text mining and surveys.

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