Thisstudyinvestigateshowsocialmedia(SM)canaffecttheconsumer- brand relationship phenomena. Basing on the literature concerning the so-called “dark side” of social media (e.g., fake news and memes), the authors analyze the case of Corona beer. Web-users attacked this Mexican brand due to the link between its brand name and the Coronavirus. The case was analyzed via Twitter textual analysis. Results offer insights for both scholars and practitioners.
Fight against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis
D'Arco Mario;Marino Vittoria
2021-01-01
Abstract
Thisstudyinvestigateshowsocialmedia(SM)canaffecttheconsumer- brand relationship phenomena. Basing on the literature concerning the so-called “dark side” of social media (e.g., fake news and memes), the authors analyze the case of Corona beer. Web-users attacked this Mexican brand due to the link between its brand name and the Coronavirus. The case was analyzed via Twitter textual analysis. Results offer insights for both scholars and practitioners.File in questo prodotto:
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