https://archives.christuniversity.in/files/original/96096fceb4f6e78040358cf687c65c77.pdf 60019293d55e0fe849dd55fe308d68f0 Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource MPHIL Mphil Mphil Thesis Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Brand Identities and Facebook: A Content Analysis of Photographs and Comments on Brand Pages on Facebook Creator An entity primarily responsible for making the resource I V Sunhith Date A point or period of time associated with an event in the lifecycle of the resource 2014 Source A related resource from which the described resource is derived Department of Media Studies Description An account of the resource Construction of a brand image using different forms of media has become one of the crucial factors of branding today. The social media is a promising tool to promote ideas to a wider audience, thus it becomes vital for advertising bodies to understand the petite nuances of the medium. This study looks at the role, the profile photos and the cover photos play in the process of identity construction of a brand on Facebook. The Facebook comments are designed in such a way that there are multiple access options to them. The study was conducted on leading brand pages to look for the ways in which the message was decoded in the form of comments. These comments were categorized into different positions of the encoding and decoding theory and were also analyzed for the appeals of rhetoric. The study showed the balance in the comments that are for and against the brand ideology. The study also shows the presence of too much noise in the comments which have no role to play in the brands identities.