Brands whispering emotions
Abstract:
This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.

Date of publication: September 8, 2019
Companies: Unilever, Ipsos MRBI
Authors: Nihan Sahan Eren, Pelin Halacoglu
Abstract:
This breakthrough study reveals quantitatively the impact of social mood on category purchase behavior and measures mood changes via social media as an early indicator for brand communication management.
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