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Gijs Overgoor

Social media is reshaping the business and marketing landscape. It has enabled businesses to create a line of communication between them and (potential) consumers. Effectively analyzing the content of posts and the attitude of consumers towards it provides valuable information on the popularity of a brand. Previous research in post popularity prediction has revealed some of the drivers behind the popularity of brand related content. Elaborating on the success of post popularity prediction I aim to reveal the drivers behind the popularity of a brand in general and moreover how we can use this information towards online marketing strategies.