This study investigates the extent to which sell-side analysts make full use of available financial and nonfinancial information signals in formulating stock recommendations. Prior research shows that investors rely strongly on sell-side analysts’ recommendations and that sell-side analysts pay considerable attention to nonfinancial measures in making their decisions. However, prior research has primarily focused on the mere presence of nonfinancial measures and not the extent to which the direction of such measures (i.e. favorability) is associated with firm value, or assessed the extent to which any interaction between financial measures and the direction of nonfinancial measures may influence analysts in formulating stock recommendations. Using a data set hand-collected from annual proxy statements, I use ordered logistic regression analysis to provide a multivariate test of the relation between sell-side analyst recommendations, financial and context-specific nonfinancial measures. I find that analysts do incorporate the direction (favorability) of nonfinancial measures in formulating stock recommendations and that unfavorable nonfinancial measures attenuate positive financial information.

Sistemas com semeadura direta sobre palhada são cada vez mais utilizados na agricultura, e a ramulose do algodoeiro, causada pelo fungo Coletotrichum gossypii var. cephalosporioides Costa, é uma das doenças mais importantes na cultura. Foram realizados durante os anos de 2004/05, 2005/06 e 2006/07 na Escola Superior de Agricultura "Luiz de Queiroz", USP/ESALQ, em Piracicaba, SP, experimentos com a cultura do algodoeiro (Gossypium hirsutum L. var. latifolium Hutch), conduzidos sob preparo do solo convencional com semeadura convencional do algodoeiro, e ausência de preparo do solo com semeadura do algodoeiro sobre palhada de milheto, com o objetivo de avaliar se as modificações microclimáticas causadas pela utilização da palhada de milheto em relação às variáveis temperatura e duração de período de molhamento foliar (DPM) poderiam interferir no desenvolvimento e evolução da ramulose do algodoeiro. Foi utilizado também o Índice de Favorabilidade temperatura-molhamento para a ramulose do algodoeiro, que utiliza os parâmetros temperatura e DPM no seu cálculo para explicar o desenvolvimento da doença entre os dois sistemas de semeadura. Os dados microclimáticos foram medidos por uma plataforma de aquisição de dados na região central da área experimental. Em blocos alternados entre os dois sistemas de semeadura, o patógeno foi inoculado artificialmente nas subparcelas dos blocos, e a doença foi avaliada por escala de notas (1 a 5). As médias de notas de sintomas de ramulose foram submetidas à análise estatística, através de testes não paramétricos. A fim de avaliar se a ausência de preparo poderia interferir no desenvolvimento das plantas, este também foi avaliado. Os resultados permitiram concluir que sob semeadura convencional, houve nos dois primeiros anos maiores médias de massa seca, altura de plantas, IAF, e que no terceiro ano foram constatados maior número de raízes laterais e maior número de plantas com encurvamento da raiz pivotante sob semeadura direta. O aumento da severidade da ramulose foi decorrente de interações muito particulares para cada período, onde muitas variáveis estão envolvidas, ou seja, características intrínsecas ao patógeno, à fase de desenvolvimento da planta e às condições macro e microclimáticas; O IF-tm teve uma boa relação com o aumento da severidade e diferenças na severidade da ramulose entre os dois sistemas de semeadura; Pode ocorrer maior severidade da ramulose para sistemas de produção convencionais em maior proporção do que em sistemas com utilização de palhada em períodos onde os valores de IF-tm são altos, associados à ocorrência de chuvas; Com Índices de Favorabilidade temperatura-molhamento menores que 0,500 não se observau aumento efetivo da severidade da ramulose em quaisquer sistema de semeadura, mesmo havendo outras condições favoráveis; O sistema de semeadura utilizado não influenciou na produtividade da cultura. / Systems with direct seeding over mulching are more often used in agriculture, and the Ramulosis from the cotton plant caused by the fungus Coletotrichum gossypii var. cephalosporioides Costa, one of the most important diseases in cotton crop. During the years of 2004/05, 2005/06; and 2006/07at the University of Agriculture "Luiz De Quieroz", USP/ ESALQ, in Piracicaba, SP, experiments were made with the cotton crop (Gossypium hirsutum L. var latifolium Hutch), under the preparation of conventional tillage with conventional seeding of the cotton crop and the absence of the preparation of the tillage with the seeding of the cotton crop over the mulching of millet (Pennisetum glaucum L.) with the objective to evaluate if the modifications microclimates caused by the use of the mulching of millet in relation to the variables temperatures and the leaf wetness duration, (LWD) could interfere on the development of the ramulosis of the cotton crop. It was also used the Favorability Index for the ramulosis of the cotton crop which uses the temperature parameter and DPM in its calculation to explain the development of the disease between the two systems of seeding. The Weather variables data were measured by a platform of acquisition of data in the central zone of the experimental area. In alternated blocks between both systems of seeding, the pathogen was inoculated artificially and the disease was measured by scales from 1 to 5. The average of ramulosis was submitted to a statistic analysis through not parametric tests with the intent to find out if the absence of the preparation could interfere on the development of the plants, which was also evaluated. The results enable the conclusion that through conventional seeding, on the first two years there was an average of higher dry mass higher height of the plants, IAF, and in the third year it was found a higher number of lateral roots and a higher number of plants with bending on the primary roots over direct seeding. The increase of the severity of the ramulosis happened due to specific interactions for each period where many variables were involved, which means, intrinsic characteristic to the at the stage of the development of the plant and the conditions macro and microclimates. The Favorability Index had a good relation with the increase and the differences within the severity of the ramulosis between both systems of seeding. Higher severity of the ramulosis can occur for conventional systems of production in bigger proportions than in systems that uses the mulching in periods where the value of the IF-tm are high, associated to rain. With indications of Favorability Index lower than 0,500 there is no evidence of the effective increase of the severity of the ramulosis in any system of the seeding. The system of seeding used does not affect in the productivity of the cotton crop.

Sistemas com semeadura direta sobre palhada são cada vez mais utilizados na agricultura, e a ramulose do algodoeiro, causada pelo fungo Coletotrichum gossypii var. cephalosporioides Costa, é uma das doenças mais importantes na cultura. Foram realizados durante os anos de 2004/05, 2005/06 e 2006/07 na Escola Superior de Agricultura "Luiz de Queiroz", USP/ESALQ, em Piracicaba, SP, experimentos com a cultura do algodoeiro (Gossypium hirsutum L. var. latifolium Hutch), conduzidos sob preparo do solo convencional com semeadura convencional do algodoeiro, e ausência de preparo do solo com semeadura do algodoeiro sobre palhada de milheto, com o objetivo de avaliar se as modificações microclimáticas causadas pela utilização da palhada de milheto em relação às variáveis temperatura e duração de período de molhamento foliar (DPM) poderiam interferir no desenvolvimento e evolução da ramulose do algodoeiro. Foi utilizado também o Índice de Favorabilidade temperatura-molhamento para a ramulose do algodoeiro, que utiliza os parâmetros temperatura e DPM no seu cálculo para explicar o desenvolvimento da doença entre os dois sistemas de semeadura. Os dados microclimáticos foram medidos por uma plataforma de aquisição de dados na região central da área experimental. Em blocos alternados entre os dois sistemas de semeadura, o patógeno foi inoculado artificialmente nas subparcelas dos blocos, e a doença foi avaliada por escala de notas (1 a 5). As médias de notas de sintomas de ramulose foram submetidas à análise estatística, através de testes não paramétricos. A fim de avaliar se a ausência de preparo poderia interferir no desenvolvimento das plantas, este também foi avaliado. Os resultados permitiram concluir que sob semeadura convencional, houve nos dois primeiros anos maiores médias de massa seca, altura de plantas, IAF, e que no terceiro ano foram constatados maior número de raízes laterais e maior número de plantas com encurvamento da raiz pivotante sob semeadura direta. O aumento da severidade da ramulose foi decorrente de interações muito particulares para cada período, onde muitas variáveis estão envolvidas, ou seja, características intrínsecas ao patógeno, à fase de desenvolvimento da planta e às condições macro e microclimáticas; O IF-tm teve uma boa relação com o aumento da severidade e diferenças na severidade da ramulose entre os dois sistemas de semeadura; Pode ocorrer maior severidade da ramulose para sistemas de produção convencionais em maior proporção do que em sistemas com utilização de palhada em períodos onde os valores de IF-tm são altos, associados à ocorrência de chuvas; Com Índices de Favorabilidade temperatura-molhamento menores que 0,500 não se observau aumento efetivo da severidade da ramulose em quaisquer sistema de semeadura, mesmo havendo outras condições favoráveis; O sistema de semeadura utilizado não influenciou na produtividade da cultura. / Systems with direct seeding over mulching are more often used in agriculture, and the Ramulosis from the cotton plant caused by the fungus Coletotrichum gossypii var. cephalosporioides Costa, one of the most important diseases in cotton crop. During the years of 2004/05, 2005/06; and 2006/07at the University of Agriculture "Luiz De Quieroz", USP/ ESALQ, in Piracicaba, SP, experiments were made with the cotton crop (Gossypium hirsutum L. var latifolium Hutch), under the preparation of conventional tillage with conventional seeding of the cotton crop and the absence of the preparation of the tillage with the seeding of the cotton crop over the mulching of millet (Pennisetum glaucum L.) with the objective to evaluate if the modifications microclimates caused by the use of the mulching of millet in relation to the variables temperatures and the leaf wetness duration, (LWD) could interfere on the development of the ramulosis of the cotton crop. It was also used the Favorability Index for the ramulosis of the cotton crop which uses the temperature parameter and DPM in its calculation to explain the development of the disease between the two systems of seeding. The Weather variables data were measured by a platform of acquisition of data in the central zone of the experimental area. In alternated blocks between both systems of seeding, the pathogen was inoculated artificially and the disease was measured by scales from 1 to 5. The average of ramulosis was submitted to a statistic analysis through not parametric tests with the intent to find out if the absence of the preparation could interfere on the development of the plants, which was also evaluated. The results enable the conclusion that through conventional seeding, on the first two years there was an average of higher dry mass higher height of the plants, IAF, and in the third year it was found a higher number of lateral roots and a higher number of plants with bending on the primary roots over direct seeding. The increase of the severity of the ramulosis happened due to specific interactions for each period where many variables were involved, which means, intrinsic characteristic to the at the stage of the development of the plant and the conditions macro and microclimates. The Favorability Index had a good relation with the increase and the differences within the severity of the ramulosis between both systems of seeding. Higher severity of the ramulosis can occur for conventional systems of production in bigger proportions than in systems that uses the mulching in periods where the value of the IF-tm are high, associated to rain. With indications of Favorability Index lower than 0,500 there is no evidence of the effective increase of the severity of the ramulosis in any system of the seeding. The system of seeding used does not affect in the productivity of the cotton crop.

Colletotrichum gossypii var. cephalosporioides, fungo causador da ramulose do algodoerio, é ocorre disperso em quase todo Brasil. Sem um eficiente esquema de aplicação de fungicidas, a ramulose pode provocar severos danos. Outra importante doença para o algodoeiro, em muitas regiões do mundo, é a mancha angular, causada por Xanthomonas axonopodis pv. malvacearum. O objetivo deste trabalho foi desenvolver um índice de favorabilidade baseado em variáveis meteorológicas para estimar a ocorrência da ramulose e da mancha angular (MA) do algodoeiro. O período de incubação, a freqüência de infecção e a severidade das doenças foram avaliados em câmaras de crescimento mantidas a 15, 20, 25 e 30&#176;C e com períodos de câmara úmida de 0, 2, 4, 8, 16, 32, e 64 horas após inoculação com suspensão inóculo de 105 conídios mL-1 e 106 IFC mL-1. Severidade da doença. Severidade (MA) e número de lesões por área (Ramulose) foram modelados como função da duração do período de molhamento (DPM) e da temperatura (T). Em experimentos de campo em Piracicaba, SP, parcelas de algodão foram inoculadas com ramulose e mancha angular, separadamente, a fim de se avaliar semanalmente o progresso das doenças ao longo do tempo. Os dados de temperatura do ar e molhamento foliar no campo foram utilizados no modelo obtido com os resultados de câmaras de crescimento e assim calcular o índice de favorabilidade. As variáveis meteorológicas radiação solar, T, umidade relativa do ar, DPM, chuva e velocidade do vento foram avaliadas como possíveis variáveis explanatórias às taxas de crescimento da doença no campo. Testou-se também, como variável explanatória, o índice de favorabilidade (0,0<IF<1,0), calculado com os modelos de superfície utilizando os dados de T e DPM, obtidos dos experimentos de campo. Em câmaras de crescimento, a temperatura ótima foi de 27&#176;C para ramulose e 22&#176;C para mancha angular, com período de incubação de 10 dias para ramulose e entre 5 e 6 dias para mancha angular. A máxima severidade de ramulose ocorreu entre 25 e 30&#176;C e a máxima severidade de ALS ocorreu entre 20 e 25&#176;C. A severidade de ambas diminui rapidamente em temperaturas maiores ou menores que nessa faixa. A severidade de ramulose aumentou no intervalo de 4 até 32 horas de molhamento enquanto que ocorreu o mesmo com ALS no intervalo de 0 a 8 horas de molhamento. A severidade de ambas foi melhor ajustada por um modelo exponencial logarítmico em função do molhamento que, pela substituição dos parâmetros por funções de temperatura, descreveu a superfície de resposta com elevada precisão e exatidão. No campo, a taxa de crescimento da ramulose foi melhor relacionada ao índice de favorabilidade e à chuva, por regressão não linear, com coeficientes de determinação de 0,89 e 0,91, respectivamente. A taxa de crescimento da mancha angular apresentou razoável relação linear com as variáveis temperatura durante o período de molhamento e vento máximo, com R2 de 0,75 e 0,84 respectivamente. / Colletotrichum gossypii var. cephalosporioides, the fungus that causes ramulosis in cotton crops, is widespread in Brazil. Without an efficient fungicide schedule, ramulosis disease could provoke severe yield losses on cotton. Other important disease to cotton crop in several regions of the world is the bacterial blight also known as angular leaf spot (ALS), caused by Xanthomonas axonopodis pv. malvacearum. The objective of this work was develop a weather based favorability index to each of this diseases. The incubation period, the infection frequency and the severity of both diseases were evaluated in growth-chamber experiments, incubated at 15, 20, 25, 30, and 35&#176;C while exposed to wetness periods of 0, 2, 4, 8, 16, 32 and 64 h after inoculation with 105 conidium mL-1 and 106 CFU mL-1. Disease severity (ALS) and number of lesions per leaf area (ramulosis), was modeled as a function of leaf wetness duration (LWD) and temperature (T). At the field experiments in Piracicaba, cotton plots were inoculated with both pathogens separately, and disease severity was evaluated weekly. LWD and T data from the field trials were used as input to the model from growth chambers results and output the disease favorability index. Weather variables as solar radiation, temperature, relative humidity, wetness duration, rain, and wind speed were also evaluated as possible explanatory variables to the disease growth rate in the field. Was also tested the favorability index (0.0<FI<1.0), as explanatory variable, calculated with the surface models using T and LWD from the field. In growth chambers, the optimum temperature for ramulosis was 27&#176;C and 22&#176;C for ALS and incubation of 10 days to ramulosis and 5 to 6 days do ALS. Maximum ramulosis severity occurred from 20 to 30&#176; C, and between 20 and 25&#176;C to bacterial blight, and both decreased sharply at warmer or cooler temperatures. Ramulosis severity increased as wetness periods were increased from 4 to 32 h. Bacterial blight severity increased from 0 to 8 h of wetness period. The severity of both diseases, were best fitted by a logarithmic exponential model as function of LWD which, by the substitution of parameters for temperature functions, described the surface response with high precision and accuracy, even being a very flexible model. In the field, ramulosis growth rate was strongly correlated with values of the disease favorability index and rainfall with R2=0.89 and R2=0.91, respectively. Bacterial blight growth rate had best linear correlation to temperature during the wetness period and maximum wind with R2=0.75 and R2=0.84, respectively.

Colletotrichum gossypii var. cephalosporioides, fungo causador da ramulose do algodoerio, é ocorre disperso em quase todo Brasil. Sem um eficiente esquema de aplicação de fungicidas, a ramulose pode provocar severos danos. Outra importante doença para o algodoeiro, em muitas regiões do mundo, é a mancha angular, causada por Xanthomonas axonopodis pv. malvacearum. O objetivo deste trabalho foi desenvolver um índice de favorabilidade baseado em variáveis meteorológicas para estimar a ocorrência da ramulose e da mancha angular (MA) do algodoeiro. O período de incubação, a freqüência de infecção e a severidade das doenças foram avaliados em câmaras de crescimento mantidas a 15, 20, 25 e 30&#176;C e com períodos de câmara úmida de 0, 2, 4, 8, 16, 32, e 64 horas após inoculação com suspensão inóculo de 105 conídios mL-1 e 106 IFC mL-1. Severidade da doença. Severidade (MA) e número de lesões por área (Ramulose) foram modelados como função da duração do período de molhamento (DPM) e da temperatura (T). Em experimentos de campo em Piracicaba, SP, parcelas de algodão foram inoculadas com ramulose e mancha angular, separadamente, a fim de se avaliar semanalmente o progresso das doenças ao longo do tempo. Os dados de temperatura do ar e molhamento foliar no campo foram utilizados no modelo obtido com os resultados de câmaras de crescimento e assim calcular o índice de favorabilidade. As variáveis meteorológicas radiação solar, T, umidade relativa do ar, DPM, chuva e velocidade do vento foram avaliadas como possíveis variáveis explanatórias às taxas de crescimento da doença no campo. Testou-se também, como variável explanatória, o índice de favorabilidade (0,0<IF<1,0), calculado com os modelos de superfície utilizando os dados de T e DPM, obtidos dos experimentos de campo. Em câmaras de crescimento, a temperatura ótima foi de 27&#176;C para ramulose e 22&#176;C para mancha angular, com período de incubação de 10 dias para ramulose e entre 5 e 6 dias para mancha angular. A máxima severidade de ramulose ocorreu entre 25 e 30&#176;C e a máxima severidade de ALS ocorreu entre 20 e 25&#176;C. A severidade de ambas diminui rapidamente em temperaturas maiores ou menores que nessa faixa. A severidade de ramulose aumentou no intervalo de 4 até 32 horas de molhamento enquanto que ocorreu o mesmo com ALS no intervalo de 0 a 8 horas de molhamento. A severidade de ambas foi melhor ajustada por um modelo exponencial logarítmico em função do molhamento que, pela substituição dos parâmetros por funções de temperatura, descreveu a superfície de resposta com elevada precisão e exatidão. No campo, a taxa de crescimento da ramulose foi melhor relacionada ao índice de favorabilidade e à chuva, por regressão não linear, com coeficientes de determinação de 0,89 e 0,91, respectivamente. A taxa de crescimento da mancha angular apresentou razoável relação linear com as variáveis temperatura durante o período de molhamento e vento máximo, com R2 de 0,75 e 0,84 respectivamente. / Colletotrichum gossypii var. cephalosporioides, the fungus that causes ramulosis in cotton crops, is widespread in Brazil. Without an efficient fungicide schedule, ramulosis disease could provoke severe yield losses on cotton. Other important disease to cotton crop in several regions of the world is the bacterial blight also known as angular leaf spot (ALS), caused by Xanthomonas axonopodis pv. malvacearum. The objective of this work was develop a weather based favorability index to each of this diseases. The incubation period, the infection frequency and the severity of both diseases were evaluated in growth-chamber experiments, incubated at 15, 20, 25, 30, and 35&#176;C while exposed to wetness periods of 0, 2, 4, 8, 16, 32 and 64 h after inoculation with 105 conidium mL-1 and 106 CFU mL-1. Disease severity (ALS) and number of lesions per leaf area (ramulosis), was modeled as a function of leaf wetness duration (LWD) and temperature (T). At the field experiments in Piracicaba, cotton plots were inoculated with both pathogens separately, and disease severity was evaluated weekly. LWD and T data from the field trials were used as input to the model from growth chambers results and output the disease favorability index. Weather variables as solar radiation, temperature, relative humidity, wetness duration, rain, and wind speed were also evaluated as possible explanatory variables to the disease growth rate in the field. Was also tested the favorability index (0.0<FI<1.0), as explanatory variable, calculated with the surface models using T and LWD from the field. In growth chambers, the optimum temperature for ramulosis was 27&#176;C and 22&#176;C for ALS and incubation of 10 days to ramulosis and 5 to 6 days do ALS. Maximum ramulosis severity occurred from 20 to 30&#176; C, and between 20 and 25&#176;C to bacterial blight, and both decreased sharply at warmer or cooler temperatures. Ramulosis severity increased as wetness periods were increased from 4 to 32 h. Bacterial blight severity increased from 0 to 8 h of wetness period. The severity of both diseases, were best fitted by a logarithmic exponential model as function of LWD which, by the substitution of parameters for temperature functions, described the surface response with high precision and accuracy, even being a very flexible model. In the field, ramulosis growth rate was strongly correlated with values of the disease favorability index and rainfall with R2=0.89 and R2=0.91, respectively. Bacterial blight growth rate had best linear correlation to temperature during the wetness period and maximum wind with R2=0.75 and R2=0.84, respectively.

Personality and brand factors were examined to determine if consumers of certain personality dimensions would be more favorable toward specific brand factors of three major sports media companies: Sports Illustrated, ESPN, and Fox Sports News. College-age sports news followers were tested to ascertain personality, brand evaluation, and media usage. Findings disclosed associations of personality dimension and brand preference, for example, “Agreeable” participants favored ESPN branding. Participants scoring low on “Extroversion” favored the Sports Illustrated brand. Other findings included an association between “Agreeableness” and TV; and frequent digital media users favored ESPN. Findings have implications for integrating personality research in marketing strategies that target college-age consumers.

This study examined the beliefs and opinions of U.S university students towards learning foreign languages. Four major areas were explored, including attitudes and motivations towards learning foreign languages, perceptions of foreign languages in the U.S., and favorability of Arabic, Chinese, French, German, Korean, and Spanish. One additional area that investigated participants' opinions in support or against a foreign language requirement in the United States was also examined. The instrument included a survey of 22 items, consisting of 13 quantitative attitude/opinion questions, two qualitative open-ended questions, and seven questions for demographics. The data was analyzed through descriptive, inferential, and content analyses, including Cronbach's Alpha, independent and dependent samples t-tests and one-way ANOVAs. The results of the study showed that participants generally had positive attitudes and high motivations towards learning foreign languages. Their perceptions were slightly critical of Americans' perspectives of foreign languages but indicated the belief that the U.S. education system does provide reasonable opportunities to learn foreign languages. Participants showed high favorability towards learning Spanish, with French also slightly favorable. Participants did not demonstrate positive favorability towards learning Arabic, Chinese, German, or Korean. However, participants commonly referred to Chinese as being particularly useful for business opportunities and consistently indicated low interest or usefulness in Arabic. Few significant differences were observed between genders or foreign language education background. Overall, female participants had slightly more positive views about learning foreign languages, whereas the same was true for participants with higher-level foreign language ability.

In this study, I examine the relationship between national origin, nativity status, and favorability toward Donald Trump among Latinos in 2016. In particular, I examine the relationship between Cubans, Dominicans, and "other" Latinos to understand how differences in national origin and nativity status influence Trump favorability. The term "Latino" is a pan-ethnic term used to describe individuals with ancestry from Latin America who share a common language, religion and culture. However, studies have shown that Latinos are actually more diverse and political attitudes may differ based on factors like acculturation, national origin, and nativity status. Using data from the 2016 Collaborative Multiracial Post-Election Survey, I find that favorability for Trump differs by national origin and nativity status as immigrants of "other" national origins favor Trump than Cubans and Dominicans. This suggest that Latinos attitudes are not shaped by their pan-ethnic identity and are rather influenced by national origin and nativity status.

The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gathered based on a convenience sampling. The questionnaires were out sent out to 204 participants, were the aim was to investigate if the respondents view of a brand changes negatively, after being exposed to scenarios that were constituted by questionable content marketing. It was analyzed through an ANOVA test. The overall conclusions after gathering and analyzing the data, implicate that questionable content marketing have a negative effect on brand image. Therefore, it becomes important for managers to carefully evaluate their content marketing strategy on social media in order to avoid questionable content marketing.

A firm’s brand image has to stand the test of time and be durable through different trends and changes, which emphasize the importance of following developments in the marketplace such as the emerging relevance of firm generated content on social media. With attitudes towards a product being lower in relation to the involvement regarding a product, the importance of establishing brand image for low-involvement product brands increases. With this in mind the purpose of this thesis was to explore how consumers’ brand image of low involvement products was affected by firm generated content on social media. This research provides insights on how brand image of a brand of a low involvement products is affected by firm generated content on social media. The study is based on existing research within brand image and was conducted through the use of a qualitative research approach using in-depth interviews as data collection method. The findings of this thesis suggest that consumers brand image is influenced by symbolic benefits where the benefits around the product are emphasized. A pattern could be seen where consumers emphasized symbolic benefits communicated through firm generated content on social media in a higher regard when the perceived functional benefits between brands were similar. This suggests that firm generated content of brands of low involvement products communicated on social media often seem to influence consumers perception of symbolic benefits in regards to favorability, strength and uniqueness of associations which in turn influence brand image.