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Social media marketing : an analysis of image content

by MIller, Adam

Abstract

Social media is a relatively new form of brand advertising. This thesis evaluates the effect of different types of images and demographic factors on a Facebook post’s total likes, comments, and shares. Using data from a small bicycle brand, Borealis Bikes, that has built much of its brand image over the last six months through Facebook posts, an OLS regression analysis is used on three variations of my model to determine the effects of Facebook post content on different user groups. The subsequent analysis is applicable to other small brands that sell a luxury product.

Note

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Includes bibliographical references.

Colorado College Honor Code upheld.

Administrative Notes

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:9780
Digital Origin
born digital
Extent
35 pages : illustrations (some color)