Online images shared by users could be valuable to marketers assessing their customers’ attitudes toward a brand, a new study found.
Carnegie Mellon University researchers have accessed photos of people posing with favorite products and places, or of themselves at bars, sporting events and weddings.
Eric Xing and Gunhee Kim looked at images associated with 48 brands in four categories, including sports, luxury, beer and fast food, obtained through popular photo sharing sites, such as Pinterest and Flickr.
For instance, clusters for Rolex included images of horse-riding and auto-racing events, which were sponsored by the watchmaker.
Many wedding clusters were highly associated with the French fashion house of Louis Vuitton.
The researchers said that photo-based association analysis can provide additional information than provided by text-based analysis, to complement existing brand associations. (ANI)