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A (Social Media) picture is worth a thousand words

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  • Francesca Negri

Abstract

A large amount of UGCs shared by people on the Internet and on Social Media consists of photos, images and pictures. New forms of qualitative data continually emerge (Creswell, 2009), many of these today come from the Social Media context. The paper tries to transfer Content Analysis method from text to visual content (images and pictures), focussing on UGCs one. This paper would contribute to the existing literature modelling a specific new protocol to analyse UGC photos, images and pictures deriving from Social Media. In this process, the automated vs. human coding is also considered, with a review of innovative collecting methods.

Suggested Citation

  • Francesca Negri, 2018. "A (Social Media) picture is worth a thousand words," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 47-64.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2018-004004
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    References listed on IDEAS

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    1. Moon, Sangkil & Kamakura, Wagner A., 2017. "A picture is worth a thousand words: Translating product reviews into a product positioning map," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 265-285.
    2. Scott, Linda M, 1994. "Images in Advertising: The Need for a Theory of Visual Rhetoric," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 252-273, September.
    3. Cova, Bernard & Dalli, Daniele, 2009. "Working Consumers: The Next Step in Marketing Theory?," MPRA Paper 36717, University Library of Munich, Germany.
    4. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
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