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  • Thumbnail for Social media marketing : an analysis of image content
    Social media marketing : an analysis of image content by MIller, Adam

    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.