Creatie, content en consequenties van visuele merkgerelateerde user generated content

With the rise of visual social media such as Instagram and TikTok, consumers increasingly use these platforms to share their experiences with brands. Current research examines so-called visual brand-related UGC holistically by examining the creation, content, and consequences of visual Br-UGC. It combines interviews, automated content analyses, and experiments to study the motivations people have to create visual Br-UGC, important content characteristics in visual Br-UGC, and the consequences visual Br-UGC has on the receiver. Moreover, this research aims to examine the potential of computer vision to study visual Br-UGC in the future. Results show that social drivers play an important role in each aspect of visual Br-UGC. Moreover, computer vision is a promising tool to study visual Br-UGC.