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

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Francesco Smaldone

    (University of Salerno)

  • Mario D’Arco

    (University of Salerno)

  • Vittoria Marino

    (University of Sannio)

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.

Suggested Citation

  • Francesco Smaldone & Mario D’Arco & Vittoria Marino, 2021. "Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 104-111, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_11
    DOI: 10.1007/978-3-030-76520-0_11
    as

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