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Madhumita Nanda


MPhil Candidate

Research Centre
H69 - Codrington Building
The University of Sydney
NSW 2006 Australia


Bio

Ms. Madhumita Nanda is a MPhil candidate in the Discipline of Marketing at the University of Sydney Business School. Her research interests are in the topics related to the role of social media in marketing activities. In particular, she examines the role of images in social media and their impact on consumer engagement in brand communities through analyzing big social data. Prior to joining the PhD program, she worked as a software consultant in various multinational corporations in three different continents for more than a decade.


Thesis working title

Role of images in social media on brand post popularity

While the impact of social media on brand popularity is an emerging field and is evolving, there is a lack of systematic identification of key challenges to managing brands in this new environment. A number of studies have examined the impact of the content of the brand posts on the popularity of the brand posts, but limited attempt has been made to examine the role of images in brand popularity in social media. Based on the above gap in the literature, the intention of the study is to analyze the role of images in improving the popularity of brands in an image based social media platform.

Supervisor: Steven Lu