Brand communication in social media: The use of image colours in popular posts

Recent scientific and theoretical studies defining brand communication in social media emphasize the significance consumer engagement in brand-related content. Popularity of brand messages and the reach of target audiences depends on consumer engagement in social media. Therefore, many business companies are seeking to increase an impact on consumers using social media analysis and consumer engagement technics. Usually, consumer actions such as likes, comments and shares in social media channels are used to estimate the popularity of brand posts. One of the factors, which has not widely analyzed before, is the impact of colors for popularity of visual brand-related posts. In this paper, we analyze the effect of colors for popularity of brand-related posts in social media. We analyze our own dataset of images collected from 35 most popular brand Facebook groups. Our results show that black, gray and brown colors were more often used in images of more popular brand-related posts.