Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis

Francesco Smaldone (), Mario D’Arco and Vittoria Marino
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Francesco Smaldone: University of Salerno
Mario D’Arco: University of Salerno
Vittoria Marino: University of Sannio

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 104-111 from Springer

Abstract: Abstract This study investigates how social media (SM) can affect the consumer-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.

Keywords: COVID-19 pandemic; Corona extra; Instant marketing; Sentiment analysis; Twitter analysis; Text mining (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_11

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DOI: 10.1007/978-3-030-76520-0_11

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