ABSTRACT
This chapter identifies that social media are changing the manner in which brands and consumers relate to one another. Customers are co-creating value and meaning with brands, generating data which can be qualitatively analysed to further enhance our understanding of attitudes towards brands and their advertisements. The chapter adopts the Grounded Theory for the data analysis. The extracted comments were coded, following a three-part process in order to understand consumers' attitudes towards the bank's brand image and the advertisement. The chapter provides an outline of how to perform an analysis of self-reported comments on social media to gain qualitative insight into advertisements and brands. The possibilities of analysing user-generated comments on brand content on social media in order to understand consumers' responses and attitudes towards the brand and its advertisements have been represented, with case studies of a UK bank Facebook post.
