Public Reaction to Pharmaceutical Preannouncements on Social Media: A Signaling Perspective

Olivier Caron () and Christophe Benavent ()
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Olivier Caron: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Christophe Benavent: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Pharmaceutical companies frequently use strategic communication during research and development (RD), especially when developing high-stakes products like vaccines. During the COVID-19 pandemic, preannouncements became critical tools for companies such as Pfizer, Moderna, and AstraZeneca to signal progress in vaccine development, aiming to manage public expectations and influence competitors and regulators. This study explores the public's reaction to these preannouncements using Twitter data, sentiment analysis, and Named Entity Recognition (NER) with GliNER to extract and analyze mentions of pharmaceutical companies and related side effects. By focusing on NER-a relatively underutilized method in marketing research-we aim to uncover patterns in public discourse and engagement that traditional analysis may overlook. Our findings enhance understanding of how preannouncements impact public perception and discourse, contributing to the literature on strategic communication in the pharmaceutical industry.

Keywords: sentiment analysis; Named Entity Recognition; preannouncements; pharmaceutical marketing; Signaling theory (search for similar items in EconPapers)
Date: 2025-01-23
Note: View the original document on HAL open archive server: https://hal.science/hal-05479505v1
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Published in International Marketing Trends Conference, International Marketing Trends Conference, Jan 2025, Venice, Italy. pp.1-17

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