Facebook Engagement and Its Relation to Visuals, With a Focus on Brand Culture

Abstract

Facebook has changed the way customers interact with brands and their expectations toward corporate communication. Creating brand stories has always been one of the most powerful marketing tools, but in digital media the story is fragmented; it is distributed through different media platforms (social media, corporate websites, blogs, etc.) and comes in different forms- images, video, text. As the news feed is constantly changing and overloaded with information, customers tend to pay more attention to messages which are relevant, easy to understand with clear visual representation, and which are valuable enough to be shared. That is why images are an essential part of online corporate communication, and communication experts use semiotic approaches to analyse the visual language of their brand and to create a digital brand mythology.